Overview

The Global Solutions Summit brings together international retail partners to collaborate, share insights, and strengthen global relationships. After several years without an in-person event, the experience needed a refreshed identity that felt modern, energetic, and globally relevant.
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I developed a flexible branding system and applied it across environmental graphics, signage, and digital touchpoints throughout Hallmark Headquarters

The Challenge

The summit had not been held in person since 2017, creating an opportunity to reintroduce the experience with a stronger visual presence. The branding needed to:

• Stand out within Hallmark’s established brand system
• Feel elevated and globally relevant for an international audience
• Scale across a wide range of physical and digital applications
• Create a cohesive experience from arrival through all event spaces

The Visual System

The identity system centered around a custom word mark paired with a series of bold, horizontal color bars. This approach introduced movement and energy while maintaining alignment with Hallmark’s established brand.
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The color bars acted as a modular design element, allowing the system to scale seamlessly across formats, while a textured purple background added depth and consistency across applications.
Key elements:

• Custom summit word mark
• High-contrast color palette
• Modular color bar system
• Textured background for visual consistency

CREATING A STRONG FIRST IMPRESSION

The welcome experience was designed to immediately establish the tone of the event. Layered typography and a multilingual background subtly reinforced the global nature of the summit, while the color bar system created a bold and recognizable entry point.
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Supporting materials such as badges, welcome cards, and signage extended this first impression across the attendee journey, ensuring consistency from arrival onward.

WAYFINDING & ENVIRONMENTAL DESIGN

A cohesive wayfinding system was developed to guide attendees through the event while maintaining a strong visual identity. The color bar motif was adapted into directional elements, creating intuitive navigation that aligned with the broader brand system.
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From room signage to directional arrows, each piece balanced function and visual consistency, helping attendees move through the space with ease.

EXTENDING THE EXPERIENCE

The branding extended beyond large-scale signage into smaller, high-frequency touchpoints throughout the event. This included the attendee app interface, session signage, Q&A breakout room signs, and environmental details such as restroom signage.
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These elements helped create a more immersive and cohesive experience, ensuring the identity remained consistent across both physical and digital interactions.

Impact

The refreshed identity helped reestablish the Global Solutions Summit as a polished and engaging in-person experience. The flexible system allowed for consistent execution across a wide range of applications while creating a more dynamic and memorable environment for attendees.
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By developing a scalable visual system, the design also provided a strong foundation for future iterations of the event.