Creativity is just connecting things.
— Steve Jobs

Hallmark Girlfriends Collection


Girlfriends Collection is a line of cards and gifts designed to help women connect in a fun, humorous and meaningful way. The product addresses a variety of real-life situations ranging from life’s celebratory moments to challenging situations women face including relationships, illness, divorce and career. In addition to reviewing consumer research, we spoke with the actual creative team members to get a deeper insight as to what motivated them to deliver such emotional product. One of the key insights revolved around the consumer’s effort to balance a strong desire to  have deeper connections with their tightly scheduled lives. As a result, we created a weekly planner metaphor that played off of the natural and raw language found in the products themselves. This design decision allowed us to position the diverse product online in the context of daily use while conveying its many unique emotional benefits.

Read the official Hallmark press release.

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