Target & Walmart cards I designed, art directed, & produced while working at American Greetings.
For the every card shown below, I created a concept sheet with color palette, style reference, and typography.
I then worked with an illustrator, hand lettering artist, and/or photographer to Art Direct the final artwork for the design. Finally, I created the layout, finishings, and production files for manufacturing.
Here is an example of a concept sheet I create to showcase what the final design will look like, including a sketch, placement guides, and layout.
The final design is shown to the right, complete with paper attachment characters and a cloth flannel attachment.
As a Product Designer, I am involved with innovative projects across the company.
Here is an example of a Pop-Up design I created for Walmart Christmas. The card has a 360 die cut "exploding presents" display on the inside with Gold foil throughout. For this design, I worked with our Walmart team to create a cohesive package with a total of six Pop-Up cards. I created the concept, color palette, and production files, while collaborating with an illustrator for the artwork.
I also produced the packaging that the card will be displayed in at Retail.
"Stay Connect" Brand-
A unique card line created specifically for the pandemic. These designs provide a way to reach out to friends & family during a time of social distancing.
Created concept, Illustration, Art Directed lettering, Produced final design.
Branding guide shown to the left.
3 of 6
Walmart Christmas Outposts-
Illustrated, Designed, & Produced final cards
1 of 15
I was part of the Creative Team that launched our American Greetings Card Outposts in Walmart. We created a cohesive line of 12 designs with a tight color palette and range of Captions/senders.
The outposts generated an increase in sales that ultimately boosted our year end goal.
Another Innovative project I contributed to was American Greetings Premier card line for Father's Day. The Premier line includes designs that provide a higher level of quality and detail for a unique package.
This design I created was inspired by all the mini golf games I played with my own Dad and I was able to give him this card for Fathers Day, which was really special.
Here I have created a moving paper attachment windmill on the front with layered attachment palm tree & pirate ship, indicated with the placement guides. It folds out to reveal a larger golf course and a verse insert attached inside with copy. I created this concept, layout, color palette, illustration technique, and lettering.
I also created the packaging for this design, with a golf pencil pattern on the envelope and the Premier brand packaging that will be used for the display of the card in stores.
