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Hallmark One of Card Naming, Logo and Identity

Hallmark Greetings is internationally loved and storied brand based in Kansas City, Missouri and founded in 1910. It is the largest manufacturer of greeting cards in the United States.

In 2015, Hallmark decided that it needed to rebrand its Print on Demand service as a separate subbrand entity in order to compete shoulder to shoulder with emerging digital card services such as Tiny Prints and Shutterfly.

We worked in conjunction with its in-house team and Creative Director to outline and formulate a strong positioning and direction that capitalized on the household name of Hallmark, while also create a clear distinction and contemporization of this new brand offering.

By utilizing in-house focus group feedback and metrics alongside iterative and strategic creative process, PM was able to produce Naming and final round Logo that spoke to the personalization, originality, and celebratory aspects of the brand and its offering. PM also created core identity elements that drove the process forward and resulted in a brand that was cohesive, passionate, warm, and, ultimately, one of a kind.

Additional Art and Creative Direction by Bryant Acosta.

Hallmark One of Card Naming, Logo and Identity

Type of Work

Brand Identity, Naming, Print, Illustration & Iconography


Retail & DTC

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