Every Love began as a self initiated project in February 2013. The goal was to extend Hallmark’s LGBTQIA product offering beyond a few same sex wedding cards. I led a small team through project strategy meetings, branding and design to create twelve cards to share broadly with greetings leadership at Hallmark.
We wanted to create a card line that could support the LGBTQIA community through many different life stages. Whether a loved one is coming out or celebrating the growth of their family, there is opportunity for expression and meaningful connections. Our mini collection inspired leaders throughout the greetings organization and sparked a change. Many of the cards we designed will be brought into existing greeting lines. Encouraging greetings teams to start designing inclusive solutions was our biggest success with this project.