Hallmark Signature
Reintroducing a brand with fashion

When it comes to the typical greeting card, Hallmark’s Signature line is the best – only no one knows it. They’re attention grabbing, detailed, and well crafted cards. They contain accessories, ready and able to make a fashion statement.

Our strategy became aligning Signature cards with fashion. We used psychological criteria to target women who appreciate creativity, crave attention to detail and care about appearances. We put them in the hands of trendsetters, and treated them like clothes.

We inserted Signature where our audience was turning for fashion inspiration: fashion designers on Project Runway, style influencers in social media, fashion-forward celebrities, lifestyle communities, even in SoHo during Fall Fashion Week at a pop-up shop, the ultimate playground for trendsetters.

To gauge success, we partnered with Hallmark Consumer Understanding & Insight to execute Marketing Tracker research, EquiTrend surveys, Shopper Perceptions and social media listening.

Team

Andrew McClellan
| Executive Creative Director

Clarissa Kupfer
| Designer

Jenna Carter
| Social Director

Sona Wuchenich
| Media Planner

Sade Jimoh
| Media Analyst

Aaron Ashworth
| Director of Photography

Diego Chavez
| Camerman

Luke Hollyer
| Cameraman, Audio Engineer

Mandy Levings
| Managing Account Director

Liz Hawks
| Account Director

Allie Wilmes
| Assistant Account Director