Design • Print supervision
I know, it doesn't look like a normal Christmas card.
"Hallmark Loyalty" was a business unit created to blend the human connection values that is the card company's stock in trade with creative flair and panache one expects from design and advertising agencies. This card was designed to accompany a "light catcher" gift sent to our clients, so tapping into the theme of light was a natural thematic approach.
The verbal messaging segued between five interconnected thoughts, each building on the last, and I gave each sentiment a card of its own.
The resulting set was held together by a band that interacts with the first underlying message via a die-cut window. In addition to background photography featuring light effects, I was able to source a special luminescent paper that makes each card shimmer in the light. From substrate to die-cut to emboss to assembly, the number of processes I had to play with was a rare treat.
As someone who didn't come up within Hallmark's internal greeting card training regimen, being entrusted to design the holiday card for one of their business units was a humbling and validating honor.