Hallmark

Redefining Luxury at Scale

Taking a century-old brand off the shelf and onto the runway — 640M impressions later.

— Summary

Mission

Reposition a legacy brand to capture the high-value millennial market — shifting perception from traditional sentiment to cultural currency.

The Win

Generated 640M impressions and 1.9M consumer actions at $0.24 CPE — fundamentally modernizing Hallmark's brand identity and expanding the agency relationship.

— Challenge

A Century of Invisibility

Despite 100 years of cultural presence, Hallmark registered as nostalgic at best and irrelevant at worst with millennial women. With a baseline awareness of just 4% in this demographic, the launch of Hallmark Signature needed to do more than introduce a premium product line. It needed to reframe what a greeting card could mean: not a paper product, but a style accessory with its own cultural value. That required leaving the retail aisle — and the brand's traditional marketing comfort zone — completely behind.

— Execution

Off the Shelf, Onto the Runway

I drove creative and design across a strategy built around embedding Hallmark Signature into the elite fashion and lifestyle ecosystem — treating the card as a high-fidelity design object rather than a retail product.

Project Runway Integration

Supported a high-profile partnership featuring a materials design challenge that showcased Hallmark Signature's craft to millions of engaged, fashion-forward viewers — driving creative and design within a collaboration that put the brand inside the cultural conversation it needed to own.

Social Currency Pop-Up

Led the creative direction and execution of a Social Shop in SoHo during New York Fashion Week where products were purchased through social shares — turning customers into active brand advocates and making participation itself the point of the experience.

Influencer & Celebrity Strategy

Drove the creative and design across a program that collaborated with 96 style influencers and A-list talent including Julianne Hough — embedding Signature into the luxury social conversation at scale, with influencer activations managed by the account team.

— Impact

When Legacy Becomes Currency

The campaign proved that a century of brand history wasn't a liability — it was an asset waiting to be reframed. Hallmark's legacy became the foundation for a modern identity, not an obstacle to it.Shifted the IoT regulatory narrative from security risk to economic opportunity — reframing the technology's potential $11T global impact as a policy asset.

640M

1.9M

Impressions

Consumer actions

$0.24

Cost per engagement

  • Drove 250,000+ unique visitors to the brand site, with 62% moving directly into product discovery.

  • Established a new standard for how heritage brands can connect with younger audiences without abandoning what made them iconic.

  • The campaign's performance deepened the client relationship, leading to significantly expanded scope across Hallmark's global digital and creative workstreams

  • Andrew McClellan
    | Executive Creative Director

    Angad Medi
    | Art Director

    Sharon Duke
    | Designer

    Will McHenry
    | Motion Design Director

    Vicky Chao
    | Motion Designer

    Minni Gupta
    | Social Media Lead

    Liz Cook
    | Managing Account Director

    Katie Fraas
    | Account Executive

A century of brand history wasn't a liability — it was an asset waiting to be reframed.

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