Hallmark Design & Branding THIS IS NOT A STYLE GUIDE by Leo Burnett Chicago

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Industry Publishing, streaming & media
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Associate Creative Director Matt Miller
Executive Creative Director Jeanie Caggiano
Released September 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: HALLMARK
Date of First Appearance: Sep 28 2010
Executive Creative Director: Jeanie Caggiano (Leo Burnett Chicago)
Associate Creative Director: Matt Miller (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Senior Designer: Jason McKean (Leo Burnett Chicago)
Account Director: Karla Flannery (Leo Burnett Chicago)
Account Director: Nicole Wright (Leo Burnett Chicago)
Assistant Account Executive: Kat Bear (Leo Burnett Chicago)
Senior Producer: Donna Varichak (Leo Burnett Chicago)
Lettering Artist: Amber Goodvin (Hallmark)
Media placement: Branding Booklet - Distributed To Employees At The Hallmark Headquarters - 28 September 2010 - Present

Describe the brief from the client
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.

Describe the challenges and key objectives
This project posed two unique challenges. First, Hallmark is very traditional and used to doing things in a certain way. Second, the company had been organised into multiple business units that functioned completely independent of one another. Combine those two challenges and you get a very tricky environment in which to affect change.

So we needed to provide a comprehensive guide that employees in each of those independent business units could use to understand the new Brand. We also had to include within that guide clear directions on how to implement it into the work they do everyday.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
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.