Bringing change to a large, storied organization is a challenge. I was positioned at the center of the transition when Hallmark refocused product development energy toward the digital space. As the Creative Direction, I led my team to develop the new eCommerce website.

The project scope included implementing a new CMS, eCommerce engine, site architecture, visual design and front-end code toolkit. In practical terms, this really meant everything was being redone from the ground-up.

The project was scheduled to launch in the beginning of Q4—the biggest quarter of the year for the company. Upon launch, shopping cart conversion rates shot up 233% over the previous website.


  • UX Direction
  • Creative Direction