Hallmark completely changed their organisation last year to move into new businesses beyond greeting cards. We needed to communicate this huge change by redefining the Hallmark brand for consumers and employees.

The final design of the project took the form of a two-sided Brand Toolkit. One side includes the explanation of the redefined brand and the guidelines on how to implement it on a brand level. The second side includes the guidelines on how to implement it in the brand’s new advertising campaign.

While there are no numerical results, the book has been hugely influential in directing Hallmark employees on how to implement the new Hallmark in their respective disciplines. From 100-foot banners outside corporate headquarters in Kansas City to the annual report to internal presentations to the new advertising, it’s being used in every corner of the company.