FROM SOCIAL EXPRESSIONS
TO SOCIAL CONNECTION
HALLMARK — Content Strategy and Creative Direction
As culture and communication moved onto social platforms, an iconic, decades-established brand risked feeling less relevant to a generation that didn't yet see it as part of their world. Social became the lever for solving a real brand perception problem.
As Director of Hallmark’s Social Content studio, I led a cross-discipline team responsible for envisioning consumers’ relationships to an established brand in an ever-evolving space.
With a start-up mentality, I helped build a high-functioning studio that consisted of multi-hyphenates creatives who led strategy, editorial, art direction, design, video and motion. Challenging old systems was the only way to create compelling content for multiple brands that addressed changing consumer needs. My relationships with business partners were key to how I shaped strategies and creative direction that supported brand marketing and delivered against seasonal and core business objectives.
To thrive in the fast-changing world social media, the studio was always on the pulse of current topics and trends with direct visibility to consumer interactions. This allowed my team to act as creative consultants for social trends, insights and inspiration that influenced new product development and brand growth.
