Shoebox Cards
Funny Business is very serious. Did you know that farts = funny and penguins = profits? Oh, you do? Well, I bet you don’t know how much insight and strategy goes into planning 33 years of best-selling funny. Spoiler alert: it’s a lot.
I’ve been fortunate to spend the last decade protecting, growing and evolving Shoebox Cards, which is the #1 most recognized humor card brand in the world. As Studio Art Director and Creative Director, I partner with and lead my amazing team of visual and editorial creatives to create several hundred products a year, all while seriously working out my funny bone.
It’s impossible to show the complete range of work, but below are several of my all time favorites.
Roles: Creative Strategy, Creative Direction, Art Direction, Design
My Impact on Shoebox:
Managing the most profitable line in Hallmark’s portfolio
Streamlining work processes and lowering costs, while increasing units
Planning product that sells at nearly 500% to benchmarks
Creating tried and true humor formulas to ensure productivity
Leading my team to continually evolve the look and voice of the line
Earning incremental retailer placement in Everyday and Season runs
Initiating a corporate humor trends research pipeline
Maintaining thousands of skus across everyday and season model lines
Art and Writing © Hallmark Cards
