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Design is essential to the character of Hallmark Cards, Inc.
From the company's earliest days, founder J.C. Hall established
working relationships with leading designers—such as Charles and
Ray Eames, Hermann Zapf, Henry Dreyfuss, Saul Steinberg and Walt
Disney—as integral drivers to the development of products and
retail environments. Like his grandfather, the company's current
CEO, Don Hall, Jr., believes in the power of design to help people
communicate, celebrate and connect.
Today, Hallmark Cards maintains a 1,400-person creative staff,
whose work extends well beyond greeting cards to include party and
gift wrap, gifts, flowers, television, publishing and music. In
addition to creating more than 25,000 product designs annually,
designers are actively engaged in brand management, marketing
communication design, development of retail environments and online
brand experiences. The creative community at Hallmark Cards is
considered a key corporate asset, valued for their conceptual
thinking and understanding of human emotions, which are at the
heart of the Hallmark experience, as well as for their technical
skills and mastery of craft.
To maintain a high level of quality, Hallmark recruits top
design talent from across the country and continues to draw
inspiration from the larger design community, providing active
development and creative renewal opportunities to further nurture
and inspire this critical asset.
The AIGA Corporate Leadership Award was established to recognize the role of perceptive and forward-thinking organizations.
Section: Inspiration -
Corporate Leadership Award, awards
Emily Ruth Cohen, consultant to creative professionals, gets to the root of project-related relationship and communication challenges facing so many corporate marketing and in-house design teams. Too often we blame the project brief, she says, when the real problem is a lack of attention and focus.
Section: Tools and Resources -
in-house design, INitiative, strategy, collaboration, project management
Michael Vanderbyl (2000 AIGA Medalist) is recognized for his success in merging traditionally segregated design forms like graphic design, product design and interior architecture.
Section: Inspiration -
graphic design, product design, AIGA Medal, collaboration
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