HALLMARK
Hybrid Designer
2017 - 2020
Designed various packaging and greeting card solutions for Hallmark’s Greetings organization.
Lead production designer on packaging for boxed card products. Mastered multiple workflows and systems for both product and packaging production. Focused extensively on sustainability and eco-friendly packaging solutions and worked regularly with licensed products and properties.
Pop up card Packaging Production Design
SITUATION
To set up and provide completed packaging production design files with correct sku specific assets and accurate data.
PROCESS
My workflow was often non-linear and involved working across multiple teams, business partners, computer servers, program management applications and storage platforms. It was my responsibility to prompt partners ahead of time when I knew I’d need their services. First, I would identify any pain points, then I would locate, gather and investigate all templates, assets, specs and data prior to use for accuracy, retouch any photographs and build starter files based on the Hallmark branding style guides.
SOLUTION
Cross-trained with teammates on all formats. Trained and delegated work to temp helpmates. Made sure all partners were set up for success by:
Communicating programs in advance
Investigating program unknowns
Gathering assets
Checking sources
Organizing files
RESULTS
Improved team’s release rate by almost 50%, with little to no questions from plants nor rework requests. Load-leveling work with teammates during peak program times helped my team avoid workflow bottlenecks and improved work-life balance. In taking care of all the ground work for programs, I was able to hand off file execution to my trained temp helpmates with confidence. While my temps were executing files, I would work on the next program. This system contributed greatly to our team’s performance and output volume.
Greeting Card Product Design & Production
SITUATION
To re-design a vintage Hallmark traditional card for the upcoming holiday season. The original card consisted of a muted pastel green, cottage style poinsettia pattern and the word “Rejoice”.
PROCESS
I referenced the original card by keeping the word “Rejoice” and the dotted outline. However, I refashioned it as a separate piece attached to the front of a card. I chose a new print with bold colors for the background that reflected current trends. To draw the viewer’s eye to the card, I added hot foil and a glitter ribbon.
SOLUTION
Tradition often honors relics, so to celebrate the idea and maintain the theme, I chose to incorporate an original element (from the vintage card) as the very piece which ties the new re-design together. By making it a separate attachment that sets the design off, it gives the card an extra layer of dimension and handmade touch- all of which adds to the card’s overall value. The result was a fresh take on a vintage card.
Eco Friendly, Sustainable & Recycled Material Packaging Production Design
SITUATION
Our recent market research findings discovered an ever-growing demand for Eco-friendly packaging and sustainability. My role was to brainstorm and execute packaging solutions with my business partners to figure out how to re-package our product in materials that were more Eco-friendly and recyclable.
PROCESS
The challenge was in finding Eco-friendly, recyclable materials that would also pass ship tests and stay within budget.
SOLUTION
Our solve was to engineer a “playing-card” style one piece box, or two piece box made out of craft card stock using a die-cut window to show off the product, while leaving an edge around the perimeter to keep the product in place. A big part of our solution was in testing and determining what the exact percentage of our card-stock was made up of recyclable content and in acquiring the “How to Recycle” logo.
Licensed Packaging Design & Production
SITUATION
To communicate not only what the customer is getting, but how it can be used. Apply specific surface printing methods within files to accommodate various packaging materials and account for new formats. Receive licensing and art director approvals.
PROCESS
Designing packaging for licensed product meant working and coordinating closely with both Hallmark’s packaging art director and the licensed creative property manager. My objective was to design and receive approvals for packaging using artwork and assets that married both the licensed property trade-dress requirements and Hallmark’s pre-determined packaging formula per product line and program.
Ensuring sticker header designs would print well, on clear plastic (poly) bags, I set up manufacturing files to print a layer of opaque white ink first (underneath the design). To illustrate stickers could be written on with chalk, I utilized the transparent nature of the plastic bag, and placed strategically pulled copy over the stickers (in hand lettering) creating the effect of chalkboard writing. For unique product I incorporated artwork directly on the packaging to illustrate how the product looked once unpacked. Line drawings were also put on packaging labels to show components and their quantities.
SOLUTION
I often began work weeks in advance to make sure I’d leave all partners with plenty of time for necessary approvals. I made sure to diversify any featured characters and simplify backgrounds where I could to avoid overwhelming the design.
