Reimagined Gifting
client
Hallmark
industry
Greeting cards & Gifting
Role
Senior Designer & Art Director
Year
2023
Reimagined Gifting
client
Hallmark
industry
Greeting cards & Gifting
Role
Senior Designer & Art Director
Year
2023
Reimagined Gifting
client
Hallmark
industry
Greeting cards & Gifting
Role
Senior Designer & Art Director
Year
2023
Reimagined Gifting
client
Hallmark
industry
Greeting cards & Gifting
Role
Senior Designer & Art Director
Year
2023
I partnered with a Strategic Director on the Hallmark pitch leading the translation of strategic opportunity concepts into concrete design directions that ultimately won the RFP. My focus was to elevate and modernise the brand’s digital expression, moving it beyond standard e-com patterns while preserving what makes Hallmark emotionally distinctive.
I partnered with a Strategic Director on the Hallmark pitch leading the translation of strategic opportunity concepts into concrete design directions that ultimately won the RFP. My focus was to elevate and modernise the brand’s digital expression, moving it beyond standard e-com patterns while preserving what makes Hallmark emotionally distinctive.
I partnered with a Strategic Director on the Hallmark pitch leading the translation of strategic opportunity concepts into concrete design directions that ultimately won the RFP. My focus was to elevate and modernise the brand’s digital expression, moving it beyond standard e-com patterns while preserving what makes Hallmark emotionally distinctive.
I partnered with a Strategic Director on the Hallmark pitch leading the translation of strategic opportunity concepts into concrete design directions that ultimately won the RFP. My focus was to elevate and modernise the brand’s digital expression, moving it beyond standard e-com patterns while preserving what makes Hallmark emotionally distinctive.
The strategic challenge was relevance. Hallmark relied heavily on conventional e-com mechanics, which flattened the brand’s emotional value in digital contexts. The design direction was anchored in one of Hallmark’s most iconic inventions: the physical gift-card carousel. I used its rotational motion and sense of discovery as the creative spine, reimagining gift cards as a modern, digital-first experience guided by movement, anticipation, and moments of reveal.
The strategic challenge was relevance. Hallmark relied heavily on conventional e-com mechanics, which flattened the brand’s emotional value in digital contexts. The design direction was anchored in one of Hallmark’s most iconic inventions: the physical gift-card carousel. I used its rotational motion and sense of discovery as the creative spine, reimagining gift cards as a modern, digital-first experience guided by movement, anticipation, and moments of reveal.
The strategic challenge was relevance. Hallmark relied heavily on conventional e-com mechanics, which flattened the brand’s emotional value in digital contexts. The design direction was anchored in one of Hallmark’s most iconic inventions: the physical gift-card carousel. I used its rotational motion and sense of discovery as the creative spine, reimagining gift cards as a modern, digital-first experience guided by movement, anticipation, and moments of reveal.
The strategic challenge was relevance. Hallmark relied heavily on conventional e-com mechanics, which flattened the brand’s emotional value in digital contexts. The design direction was anchored in one of Hallmark’s most iconic inventions: the physical gift-card carousel. I used its rotational motion and sense of discovery as the creative spine, reimagining gift cards as a modern, digital-first experience guided by movement, anticipation, and moments of reveal.
The pitch proposed a new digital gifting ecosystem where cards felt contemporary and personal. Enabling effortless address collection from friends and family, connecting gifts to meaningful moments, and expanding into a marketplace for artists to sell artwork as gift cards. The concept also explored an AI-assisted card creator to help customers craft personalised design. The work successfully secured the pitch and progressed into the production phase, positioning Hallmark’s digital offering as both modern and unmistakably its own.
The pitch proposed a new digital gifting ecosystem where cards felt contemporary and personal. Enabling effortless address collection from friends and family, connecting gifts to meaningful moments, and expanding into a marketplace for artists to sell artwork as gift cards. The concept also explored an AI-assisted card creator to help customers craft personalised design. The work successfully secured the pitch and progressed into the production phase, positioning Hallmark’s digital offering as both modern and unmistakably its own.
The pitch proposed a new digital gifting ecosystem where cards felt contemporary and personal. Enabling effortless address collection from friends and family, connecting gifts to meaningful moments, and expanding into a marketplace for artists to sell artwork as gift cards. The concept also explored an AI-assisted card creator to help customers craft personalised design. The work successfully secured the pitch and progressed into the production phase, positioning Hallmark’s digital offering as both modern and unmistakably its own.
The pitch proposed a new digital gifting ecosystem where cards felt contemporary and personal. Enabling effortless address collection from friends and family, connecting gifts to meaningful moments, and expanding into a marketplace for artists to sell artwork as gift cards. The concept also explored an AI-assisted card creator to help customers craft personalised design. The work successfully secured the pitch and progressed into the production phase, positioning Hallmark’s digital offering as both modern and unmistakably its own.
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© 2026
Get in touch
© 2026