Hallmark

The challenge of this project was to reimagine the brand identity of Hallmark, a company synonymous with connection and thoughtfulness, making it relevant to younger audiences, particularly Millennials and Gen Z. Through strategic thinking, research, and creative problem-solving, I developed a refreshed brand system that blends Hallmark’s legacy with contemporary needs, incorporating innovative services and a cohesive, vibrant visual language.

At the heart of the rebrand is a new logo that encapsulates Hallmark’s core values of care and connection. The heart-shaped paper airplane symbolizes heartfelt communication—evoking nostalgic notes passed in school and modern social media interactions via airplane icons (sharing). This simple yet meaningful design bridges generations, making it emotionally resonant for both loyal customers and new audiences. The visual system draws from origami, creating geometric patterns that appear on packaging and touchpoints, reinforcing the brand’s emphasis on craft, detail, and care.

Research highlighted the importance of diversifying Hallmark’s offerings to resonate with younger audiences. I introduced three innovative services: Dating, an app for individuals seeking meaningful connections in a safe, inclusive environment; Care Boxes, a delivery service for sending comforting, curated food packages to loved ones; and Publishing Service, a way for families to create and share personalized storybooks.

These new services complement Hallmark’s traditional strengths in greeting cards, gifts, and entertainment, which I streamlined for clarity and ease of use. By organizing all six services—greeting cards, gifts, entertainment, care boxes, dating, and publishing—under a unified system, the brand now feels both comprehensive and user-friendly.

The hero logo retains Hallmark’s iconic purple, preserving its legacy while introducing vibrant, individual color schemes for each service. Illustrated icons further distinguish each offering, enhancing recognition across marketing and digital platforms. This flexible yet cohesive identity ensures the brand remains memorable and engaging at every touchpoint.

This rebranding breathes new life into Hallmark by honoring its tradition of fostering connection while reimagining its role for modern audiences. With innovative services, a unified brand system, and a visually dynamic language, the new Hallmark is ready to connect meaningfully with younger generations while staying true to its roots in care and communication.