Since 1910, generations of families and friends have relied on Hallmark to express their most heartfelt and intimate feelings. To sustain its leadership in an environment of evolving consumer and market conditions, Hallmark partnered with LPK to develop a holistic brand design language that celebrated its beloved legacy equities while incorporating both a sense of modernity and style.

By creating a strategic design system that delivered the appropriate balance of heritage and contemporary appeal, LPK enhanced the brand’s presence throughout the pathway to purchase, reinforcing Hallmark as the symbol of caring and sharing for years to come.