At Hallmark, I designed brand experiences and communications across employee engagement, internal events, recruiting, and global business initiatives. My work included event branding, environmental graphics, print collateral, and branded touchpoints created to strengthen company culture, support business development, and create memorable in-person experiences.

Environmental Graphics

Experiential Design

Print Design

Word Marks

Global Solutions Summit

I led the visual refresh for Hallmark’s Global Solutions Summit, developing a new event identity and applying it across branded signage and guest-facing materials. To help the event stand apart after several years away from an in-person format, I created a bold word mark system with vibrant color bars designed to pop against Hallmark’s signature purple.
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The summit brought together 40 retailers from 26 countries at Hallmark Headquarters, making clarity, consistency, and visual recognition especially important across the event experience. The final system helped create a polished, modern brand presence for one of Hallmark’s key global gatherings.

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ONE Legal Summit

The Enterprise-wide Legal team at Hallmark recently gathered for a summit, marking their first in-person event since 2019. I was entrusted with the responsibility of creating a word mark for the event that tied into their existing branding, and also devising tactics to be implemented throughout the summit.
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One of the major challenges of this project was to create a word mark and lock up that featured several enterprise logos, which had to be incorporated into various tactics, including an acrylic coaster. It was an exciting challenge that demanded creative problem-solving skills. To ensure that the logo appeared sharp and precise on all applications, I collaborated closely with another designer on the team and our prototype studio.

Walgreens golf classic

For this project, I was tasked with rebranding an existing event in partnership with a Senior Designer. Together, we developed a new logo lockup featuring a crest that showcased a golf ball sitting on a tee. This crest was incorporated into the event's centerpieces, which were die-cut and placed in grass arrangements. We also used this crest on swag given to attendees, including can coozies. To ensure consistency year-over-year, we created a simplified version of the logo lockup for future use.

Additionally, I created new patterns for the event. The previous versions had used plaid patterns, so I aimed to create something fresh and modern. To accomplish this, I utilized the modern block pattern, paired with stripe and windowpane patterns to maintain the preppy feel the event was going for. Overall, this was a successful rebranding project that effectively distinguished the event from its previous iterations.

Program Ads

As a designer on the Corporate, Employee Experience, and Global Solutions team at Hallmark, I had the opportunity to work on a variety of projects, including creating ads for Hallmark's sponsored charities. I collaborated with the team to execute the ads, working within an existing style guide to ensure consistency across all materials. This included creating ads in a variety of sizes and specifications for both print and digital needs. I ran preproduction checks to ensure proper file setup and accuracy before submitting final files to our partners. Through this work, I was able to contribute to Hallmark's commitment to supporting important causes and making a positive impact in the community.

New Hire Rooms

These boards were created to be displayed in the New Hire Orientation Rooms at Hallmark's HQ. These rooms needed a refresh after going without use for several years. 
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The design follows an existing style guide, and features a concise version of the corporate beliefs and values to integrate the new hires into the company and get them excited about their new position. The photo op is off to the side of the room, and features the Hallmark logo at the top to be seen in the pictures, as well as several options for hand-held props. These also feature the logo so that even those new hires that are more shy will still be sharing a branded photo.​

ICON 11 Sponsor

For ICON: The Illustration Conference, I took on the task of creating a cohesive and recognizable look throughout the event by manipulating existing illustrations created by Hallmark artists. Using these illustrations, I created the fabric backdrop displayed behind the sponsor table, which served as a jumping-off point for other tactics. One such tactic was a flyer that was handed out to illustrators as a recruitment tool to acquire new talent during the conference.
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In addition, Hallmark sponsored the closing party, which was intended to be a fun end to a creative few days. To add to the creative atmosphere, we provided stations at high-top tables with paper and Crayola products for drawing. We also added hang tags from the acrylic displays featuring inspirational quotes lettered by Hallmark artists.

HOW Conference

As part of the Hallmark team, I designed the fabric backdrop for the Hallmark speakers at the How Conference, an event for entrepreneurs to learn new business practices and share ideas. The backdrop featured the #my5days program, which gives members of the Hallmark creative community five extra days off per year to explore their creativity.
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To ensure the backdrop was on-brand, I worked within the existing #my5days brand system and created a design that visually communicated the message of the #my5days program as a key pillar of the creative community within Hallmark. My contribution helped showcase the program and its benefits to the attendees and potential customers.

Supply Chain week

In an effort to foster a stronger sense of belonging among supply chain employees, Hallmark organized a Supply Chain Week across all their global locations. This week-long event featured various activities and intranet highlights showcasing the employees' achievements.

​As part of the team supporting this initiative, we developed the new Supply Chain branding and executed its rollout during this exciting week. I assisted the lead designer, by creating a range of tactics for the event, including designing the caring challenge display and cards, as well as devising props for the photo booth. Our collective efforts succeeded in elevating the Supply Chain Week experience for the employees, promoting a stronger sense of community and purpose within the supply chain department.

Recruiting Tactics

Recruitment was a crucial aspect of our work at Hallmark, as it was essential to attract top talent across all of our divisions. To achieve this, we actively participated in career fairs and other recruiting events, where we sent representatives to engage with potential candidates. Our team played a critical role in supporting these efforts by creating impactful collateral pieces to be distributed during these events.
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By designing visually compelling and informative materials, we aimed to showcase the unique culture and values of Hallmark, as well as the opportunities for growth and development within the company. Our efforts in this area helped to enhance the visibility and reputation of Hallmark as a desirable place to work, while also building a robust pipeline of talented individuals who could contribute to our ongoing success.

Unified Wordmark

One of my early projects as a member of this team was to create a word mark for a new speaker series featuring representatives from across Hallmark's global offices. The objective of this series was to highlight Hallmark's status as a unified global team, while promoting inclusivity in business decision-making and accountability for successes and setbacks across the organization.
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I worked closely with my art director to develop a visually appealing and impactful word mark that captured the essence of the series' message. This involved experimenting with various design elements, such as typography, color palette, and layout, until we arrived at a final design that effectively communicated the desired message. The resulting word mark was used throughout the series, helping to build brand recognition and promote the idea of a global Hallmark team.