Challenge: Redesign the loyalty program materials to incorporate new corporate / store branding, and streamline personalization printing process.
Design: A complete redesign of the Hallmark Gold Crown Card Program quarterly statements was made for several reasons. The first was to incorporate their new bag as an icon, along with the Gold Crown Card. The second was to generate an economical way to utilize personalized, in-line printing without the need for separate binding or collating. The third was to cohesively add advertisements for other Hallmark entities, such as their television channel into statement mailings. The new mailer format went from plain paper on one end of the printing equipment to postal sorted mail on the other. It gave us a large area to highlight a seasonal image, a simpler product brochure, and a brand new certificate. I was responsible for helping to design the new format, along with our print coordinator, created the new certificate and the statement front / back, along with specialty indicator icons. Depending on the schedule, I also art directed photoshoots for covers, all product and vignettes in the statement, as well as layout for specific product booklet pages.
Complete Redesign of the Hallmark Gold Crown Card Quarterly Mailing
The stacked view allowed for the member to see the items within each mailing at a glance. The low edge of the front panel also allowed the member to see the value of their current certificate for that quarter. The feel of the mailer was to be warm and positive, and appreciative of the member's commitment to Hallmark. The booklet allowed the ability to showcase product to drive members to the store.
The Quarterly Statement, Bonus Flyer and Certificate When Mailer Is Opened
The quarterly statement form is designed to accommodate different sections and quantity of personalized data depending on the member's activity for the statement period. The certificate had strict requirements for its design. It needed to fit the parameters of the printing equipment, reading equipment, contain necessary legal information and program identification.
Quarterly Statement Front with Personal Messaging
Quarterly Statement Back with Account Details
Rewards Certificate
The objective of the Hallmark Gold Crown Card brochure covers was to highlight the feeling of the season, portray heartfelt, emotional moments, and showcase seasonal product in use. For the Christmas version, I generated the concepts and art directed all product and lifestyle photography, managing the entire statement process for all pieces in the mailing.
Quarterly Statement Brochure
Bonus Offer Couple Image
Bonus Offer Santa Image
The goal of this lifestyle photography was to highlight how boxed holiday cards bring joy to the recipients.
As the weekend after Thanksgiving is the start of the Christmas season, using Santa as a bonus point image made sense, as a Christmas icon, who would need to have Christmas items stocked and is associated with carrying a bag full of goodies.
Software
Design: Adobe InDesign
Die Cut / Certificates / Statement / Icons: Adobe Illustrator
Photography
Hallmark Studios
Team
Art Direction / Graphic Design: Julie W
Copywriting
Account Services
Production
Operations
Information Technology