When we first met, American Greetings didn't ask for a new brand ID. But once I started digging into their purpose and vision of making the world a more thoughtful and caring place, I started building a case for change.
American Greetings was moving from just selling paper cards into a wide variety of 'meaningful connections' products–both digital and printed in over 10,000 stores around the country. They were getting bigger than Hallmark.
The simple act of going from ALL CAPS SHOUTING to a kinder, more graceful lowercase made a world of difference. The rose logo was also updated to emphasize the heart hidden inside which allowed it to scale to even the smallest screens.
The master brand and over 100 sub-brands were impacted by this change, preparing the world for the next 100 years of meaningful connections.