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.