Developed and executed editorial, branding and positioning strategies for "Here's to Girlfriends" gift offering from the newly created Hallmark Home and Gifts division. The offering outperformed all others in the division in sales.
The 2024 Prime Day Panel: From Preparation to Profit
Here's To Girlfriends - Hallmark Gifts
1. Just like your favorite girls’ nights out, “Here's to Girlfriends” celebrates
all the women in our lives who crack us up, cheer us on, and never let us
down.
It's a collection of perfect little gifts anchored by words to live (and drink by).
Inspired by Hallmark creators’ real-life friendships, “Here's to Girlfriends”
tells the real stories behind the style.
Cheers!Proprietary & confidential information of Hallmark Cards,
Inc.
2. creative strategy
design
• “Here’s to Girlfriends” is bold and fashionable with a bit of flashy sparkle. On-trend
patterns, an edited color palette and gold finishes bring high impact and energy—
the perfect little something to treat yourself or your good friend to.
• Hand lettering is key to the line, lending expressiveness and reflecting a
prominent, confident voice.
• Design point of view brings a fresh, on-trend twist to familiar formats that are fun,
sassy, functional and feminine.
editorial
• “Here’s to Girlfriends” celebrates drinking, sharing, laughing (and sometimes
venting!) with your fabulous BFF's. Brings the creators' real-life friendships out
from behind the scenes for a personal, authentic feel.
• Words to Live By: Centered around home décor and entertaining, “Words to Live
By” serves up happy, optimistic messages with a side of sass.
• Words to Drink By: Messages are fun, funny, gutsy and girly, with a touch of glam.
Best shared with friends…over a few cocktails.
Proprietary & confidential information of Hallmark Cards,
Inc.
4. artist & writer stories
Select items carry a story about a
special friendship that inspired the artist
or writer during their creative process.
Proprietary & confidential information of Hallmark Cards,
Inc.
7. Home Décor: Words to Live By…
words to live by
Proprietary & confidential information of Hallmark Cards,
Inc.
8. Home Décor: Words to Live By…
words to live by
Proprietary & confidential information of Hallmark Cards,
Inc.
Editor's Notes
2 GP skus designed to signal fit with key items (EG short bottle bag for wine glasses) and leverage pattern from style guide
Kickoff w/GP team 6/12
(added a build to illustrate product group categories—1. wine 2. drinkware, 3. home accents & accessories, 4. GP)
