Product (RED) E-Cards
I was asked to be among the first interactive designers at Hallmark to work on the Product (RED) property based upon my passion for volunteering and commitment to finding ways for Hallmark to be more socially conscious. In the first e-card I created for Product (RED), I focused on pairing the voice of social awareness with an encouraging sentiment to establish relevancy with the both the Product (RED) and general e-card audience. I worked closely with an editorial director to get the tone of the sentiment. I used my resourcefulness to help meet a very short deadline on a minimal budget by scouting and directing voice talent and on-screen talent in-house.
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The second Product (RED) card was done for Valentine’s Day and I was asked to focus on attracting an edgier consumer than our standard audience for e-cards. I selected an illustrator to work with and did all the lettering myself. I also worked closely with a writer to achieve the best tone and pacing for the editorial.
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