We Connect DaysIn an effort to improve culture in their new hybrid work model, the Employee Experience team decided to host monthly events for employees at their Kansas City Headquarters. These events needed a name, logo and overall look and feel that could be used month to month with little effort from the team.
This was a really fun project for us to work on as many members of our team have missed out on seeing co-workers in person since moving to the hybrid/remote model in 2020. We worked on a gathering in December for the holidays and wanted to continue with the sense of community many employees expressed feeling after the success of that event. |
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community wednesdays (alternative name)
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Focus on 5Focus on 5 is a new business initiative for Hallmark's staff In the field. This is to simplify their in-store tasks for days when they don't have much time. The goal is to make sure they are fully trained on these 5 things and can quickly accomplish them in store to better do their job.
I was tasked with creating a word mark that could be shared on training materials, and most importantly could be put on the screen of the device they use when in the field so they have easy access to their checklist while they're working in the stores. 
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unselected word marks
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One Legal Summit Word mark
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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. |
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unselected word marks
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Unified WordmarkAn 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.
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UNSELECTED WORD MARKS
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Enterprise Projects Storage services
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Enterprise Projects Storage Services, was formerly known as the Sample department. They work on a variety of tasks for departments throughout the business. Their tasks include order packing, kitting, tipping, collating, handwork, scoring, and shipping. Since their name as Sample didn't fit their current level of work they changed their name and in order to showcase that change they wanted a new logo and an updated brand to replace their environmental graphics and directional signage.
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Unselected word marks + example tactics
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Global Solutions summit
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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. |
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Walgreens golf classicWith 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. |
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Sustained Juice KCThe Sustained Juice KC logo has been revamped to really represent Juice. The original logo was focused on the word sustained and didn't have any visual representation of juice. The green represents the natural, organic part of the business. It is also key that there is also an emphasis on the juice and the aspect of their local business.
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Calida TeaCalida is a global tea brand that wants to focus on the way tea warms you. These designs focus on the varieties of tea and their various effects on the body, mind and soul. This brand targets a younger tea drinker, and a health conscious consumer. The brand pattern stays consistent but the colors change with each tea allowing the consumer to recognize their favorite flavor at a glance.
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KC WatersI worked with a team of four that was responsible for the complete redesign of the Kansas City Waters website and their app KCWaterBug. We also created a thorough ad campaign to help them promote their app in order to increase their downloads. Upon completion we presented our concept along with two other groups, and our designs were chosen.
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