Planning Hallmark Christmas Flagship Greetings for 2020 was a huge undertaking that involved guiding research, illustration, and writing projects while collaborating with 40+ designers over eight months. Every card needed to serve a different purpose than the one it was sitting next to on the shelf, and one of my goals as editorial director included delivering product that was unexpected, fresh, and authentic while still reflecting holiday traditions. Each card also had to appeal across generations from millennial to boomer and beyond, representing relevant, real consumer lifestyles and trends.
The cards below represent a small sample of the hundreds of cards that I directed, edited, and wrote that can now be found in Hallmark, Walmart, CVS, Walgreens, and grocery stores.
The Truly Thankful collection is made up of 60+ greeting cards and gift card holders to thank everyone on your list and in your life-- the nurse, dentist, hairstylist, teacher, mail-person, administrative professional, and beyond. There are a lot of people to be grateful for this year, and this collection helps the Hallmark consumer to remember every single one.
Holiday Mini Greetings are 3.25" cards created for giving occasions such as
to a kid from the elf, hostess gift, gift card pairings, a New Year's wish,
stocking stuffers, and more!
