HALLMARK CARDS PRODUCT
As a card designer for Hallmark I create product for a number of consumers and sending occasions. This work mainly includes product created for the Cultural Identity Team which contains sub-brands such as Mahogany which focuses on African American consumers, Tree of Life which includes Jewish consumers and Vida which caters to Latinx consumers. I create new and re-imagine old assets to create solutions that resonate with specific consumers. My role also includes directed and self-directed cultural trend research and to familiarize myself with the specific cultures and traditions of the consumers.
Secondary processes are often utilized to enhance designs. This can include special die-cuts, foils and paper stocks, all carefully chosen to create value to the consumer.
Everything created has the Hallmark aesthetic. I work along side my art director, editorial staff, and sometimes illustrators, to create product that fits within the Hallmark brand.
Everything created has the Hallmark aesthetic. I work along side my art director, editorial staff, and sometimes illustrators, to create product that fits within the Hallmark brand.
