The context Hallmark's corporate retail experience was beloved — but it was built for a customer that was aging out. The brand needed to find a way to welcome new generations into its stores without alienating the loyal base it had spent decades building. That tension — honoring legacy while creating space for evolution — was the creative challenge at the heart of this work.

The role I joined Hallmark as a designer supporting retail programs across 2,500+ corporate stores and left this chapter as a brand strategist supporting emerging segments within Hallmark's innovation org. In between I contributed as a lead brand, retail, and experience designer on some of the most forward-thinking work Hallmark was doing — new concept retail, new product lines, and a broader initiative to evolve the corporate store experience from the inside out.

The impact Contributed to some of the most ambitious creative work Hallmark was doing during a period of significant brand evolution — proving that an iconic brand could stretch without breaking, and that new creative territory was possible without leaving the brand's soul behind.