Identity, packaging, signage design and photo art direction

HMK is a specialty retail concept from Hallmark that offered a curated selection of personalized gifts. To differentiate it form Hallmark Gold Crown flagship stores, its identity matched its elevated experience. HMK’s monogram-like name and identity was meant to reflect the personalization service that was offered. In-store, shoppers can experience a curated selection of Hallmark products, new card-shopping technology and accommodating customer service.