Good Mail Launch
The world needs more good, more real life connecting and opportunities to spread kindness. Enter Good Mail, Hallmark’s most alternative card line aimed at emerging generations’ unique needs. To bring this brand to life, we partnered with a diverse group of artists and writers to create over 250 cards that are perfect to support and celebrate your inner circle. We created captions dedicated to mental wellness and our LGBTQ+ audience, we give back to the Boys and Girls Clubs of America and we produce the line locally.
Good Mail launched in May 2019 across all major US and International retailers, including Hallmark Gold Crown Stores, Walmart, Walgreens, CVS, Amazon, Barnes & Noble, and several national grocery accounts.
Roles: Creative Strategy, Creative Direction, Art Direction
My Impact on Good Mail:
Named and co-created the initial creative strategy for the brand
Successfully sold the line to leadership and retailers
Led the team through consumer testing and focus groups, research, visual and editorial explorations and product testing
De-risked the cross-functional systems and components to support the line
Established the brand style guides and curated a freelance artist roster
Ongoing product evolutions using trend and consumer research
Double digit increases in units and dollars over previous program
Sales adding a positive RSI to total business
Expanding line beyond cards into new areas of caring and connecting
Art and Writing created or commissioned by © Hallmark Cards
