Once a band of gypsies, so to speak, is assembled, the next task is to look at the work ahead and be smart about it. Often it pays to take pause and seek insight that will enable the team to prototype a solution. That means research. Designers can help structure that research, and especially report its findings.

 

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STEP BACKGROUND
Hallmark was positioned to penetrate the market: 25% of the target consumers are Hallmark Gold Crown Card Holders; 84% of the target market buys Hallmark Cards regularly; and 57% purchase cards from a Hallmark Store.

STEP OUTCOME
Our goal was to position Hallmark Flowers as the expert source in the home-delivery floral category. Because Hallmark is associated with caring and sharing life’s most important moments, we identified a brand strategy to deliver the Hallmark brand message at each consumer touch point. These “encounters” included Hallmark stores, online, direct marketing, and a beautiful packaging and product experience. Hallmark was best positioned to deliver a superior experience because it has both the delivery capabilities and brand trust among a loyal consumer base.

 

Brand strategy

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Submitted by:
Willoughby Design Group

Date:
January, 2003
 

Client Name:
Hallmark Flowers

Project Name:
Hallmark Flowers

Date Started:
August, 2000

Date Completed:
October, 2000

Duration of Step:
5 weeks

 
Project Team:

Ann Willoughby
Creative Overview
Willoughby Design Group

Deb Tagtaliandis
Creative Director
Willoughby Design Group

Nicole Satterwhite
Art Director
Willoughby Design Group

Lindsay Laricks
Designer
Willoughby Design Group

Cathy Kouris
Designer
Willoughby Design Group

Nate Hardin
Designer
Willoughby Design Group