Client: Hallmark Cards, Inc.

Role: Designer

 

Suggested brand guidelines created for Hallmark’s recent Centennial Celebration. Developed for use by Hallmark's internal marketing team, the brand guidelines were created to be flexible across a variety of internal and external uses. This option emphasized the dialog Hallmark’s many products have helped consumers express over the years.

To show possible applications, sample marketing/advertising pieces such as the above magazine ad were developed. The tagline “100 Years of Helping You...” is easily customized for any occasion, and the certain colors were paired with different types of occasions.

The brand guidelines were also applied to a variety of internal uses. As shown in the above slide from an internal presentation, large photos were paired with the custom lettering provided by Hallmark's internal calligraphy department.