Creative Director
Problem Our Tribute cards for the Morris Animal Foundation were created for people to buy and send for any occasion, whether a simple hello, a holiday, or a card in memory of a loved one. The card program had been flat and not updated in years.
Intent We wanted to add cards that had more than just images of animals, but also warm illustrations. Every purchase gives back to the Foundation, so sending a card also means contributing to its cause.
Insight We created a variety of styles to suit different occasions and tastes, keeping the animals front and center so every card is tied to the Foundation. I led the creative direction for the line while the designers produced the final card designs.
Outcome The refreshed line gave the card program new life, and sales grew by 9% the first year.
