Hallmark is a world renowned company and their impact has spread far beyond the greeting card that started their journey. As a Designer on the Corporate, Employee Experience and Global Solutions Team I work to develop, create and execute designs and concepts related to the strategic support of varied business channels. A large part of this work relates to employee experience, we strive to create a sense of belonging within the company to retain valuable employees. This includes events both in person and virtual, and initiatives for a variety of our partners to raise awareness of benefits and new business developments. I have also supported many business development opportunities, such as visits with retail partners from around the globe, trade shows and other key sales opportunities. 

Global Solutions Summit

This was such an exciting project for me to work on. I was challenged to create and implement a new brand for the Global Solutions Summit. This event was last held in person in 2017 so it was important that it looked polished and refreshed. 

I started with the word mark featuring bold color bars that I knew would pop against our signature Hallmark purple. I knew that these striking pops of color could be used throughout the event to make sure it was easy for guests to recognize signage that applied to them. 

The event was a huge success hosting 40 retailers representing 26 countries at Hallmark Headquarters in Kansas City. 

ONE Legal Summit

The Enterprise-wide Legal team at Hallmark gathered for a summit in person for the first time since 2019. I was tasked with taking their existing branding and creating a word mark for the event that tied into that brand, and creating tactics for the event. 

One challenge of this project was to create a word mark and  lock up featuring the many enterprise logos which needed to be applied to several tactics, including an acrylic coaster. This was a fun challenge that required a lot of problem solving. I worked with another designer on the team and our prototype studio to ensure  the logo looked crisp on that application. 

Walgreens golf classic

With this project I was challenged to rebrand an existing event. I worked along side a Senior Designer to come up with a new way to lock up the logos for this partnership. I ended up creating a crest featuring a golf ball sitting on a tee which we then tied into the event through the centerpieces which were die cut and placed in grass arrangements.This crest was used on special swag given to attendees of the event, including a can coozie. The simplified version will be used year-over-year to keep consistency with the event. 

I also created new patterns for this contest, they had used plaid for several years in a row and wanted to get away from that, I utilized the modern block pattern to help this event stand out from previous versions and then paired the stripe and windowpane patterns to keep the preppy feel they were going for. 

Program Ads

When Hallmark sponsors a charity and needs to provide an ad in an event program, these ads are brought through out team. I worked within an existing style guide to execute ads in a variety of sizes and specs for both print and digital needs. 

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 feature 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

ICON: The Illustration Conference is an event featuring presentations by top educator and workshops led by and for illustrators. I worked to manipulate existing illustrations created by Hallmark artists to create the fabric backdrop displayed behind the sponsor table. I used that as a jumping off point to create other tactics that coordinate to create a cohesive, recognizable look throughout the event. This also included a flyer to be handed out to the illustrators as a recruitment tool to acquire new talent during the conference.

Hallmark also sponsored the closing party, this event was meant to be a fun closing to a creative few days. Hallmark provided stations at high top tables throughout the event with paper and Crayola products for drawing if inspiration strikes during the night! We also added hang tags from the acrylic displays featuring inspirational quotes lettered by Hallmark artists. 

HOW Conference

The How Conference is a collaboration for entrepreneurs to learn new and improved business practices and to share their ideas with others. 

Hallmark speakers shared about the #my5days program which allows members of their creative community 5 additional days off per year to explore their creativity. They also led small workshops for attendees to experience a creative activity in person.

I designed the fabric backdrop behind the speaker within the existing brand system for the #my5days program. 

Supply Chain week

In order to create a better sense of belonging among supply chain employees Hallmark hosted Supply Chain week at all their supply chain locations across the globe. This week featured activities at the plants, as well as additional focus on the intranet highlighting their achievements. 

Our team supported this work, creating the new Supply Chain branding and rolling that out during this exciting week. I assisted the lead designer to create tactics for this event, including the caring challenge display and cards as well as the props for the photo booth. 

Recruiting Tactics

A big part of our work is focused on recruitment. It is a key objective for Hallmark to continually be attracting new talent across all of their divisions. As part of this work they often send representatives to Career Fairs and other recruiting events. Our team supports these efforts and creates pieces to be handed out during these events. 

Unified Wordmark

An early project for me on this team was to create a word mark for a new series of speakers from across Hallmark Global. The goal of this series was to emphasize that Hallmark is one unified global team, and to emphasize inclusivity in business decisions, who Hallmark is and to share accountability for wins and loses across the team.