Studio INK Launch
Studio INK launched in August of 2014 as Hallmark’s brand to engage millennials. I lead the art direction of the line, curating art from upcoming artists and writers, to create an eclectic mix of cards that encourage sending beyond birthdays. The Studio INK brand was fresh, fun and unexpected. It was successful in changing perceptions of Hallmark to a new consumer base and became a multimillion-dollar card line.
Roles: Creative Strategy, Art Direction
My Impact on Studio INK:
Pioneered new ways to create content with our visual and editorial studios
Encouraged working outside of job titles to get fresh perspectives
Found and maintained successful freelance partnerships
Led creative direction and strategy for events, marketing activations, and contests
Pushed the style and voice of the product into new places for Hallmark
Shopper data proved we over-indexed with millennials, driving incremental sales for everyday and season programs
Art and Writing © Hallmark Cards
Studio INK Product
Roles: Creative Strategy, Art Direction
Studio INK at the Uptown Art Fair - Minneapolis
Roles: Creative Strategy, Art Direction
