Graduates
Back to Projects

Raphaela Carvalho Moraes

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
601 Graduate Studio 3
Faculty:
Fiona Blankenship

Hallmark Rebranding

The challenge of this project was to reimagine the brand identity of Hallmark, a company synonymous with connection and thoughtfulness, making it relevant to younger audiences, particularly Millennials and Gen Z. Through strategic thinking, research, and creative problem-solving, I developed a refreshed brand system that blends Hallmark’s legacy with contemporary needs, incorporating innovative services and a cohesive, vibrant visual language.
Learning Outcomes:
This rebranding breathes new life into Hallmark by honoring its tradition of fostering connection while reimagining its role for modern audiences. With innovative services, a unified brand system, and a visually dynamic language, the new Hallmark is ready to connect meaningfully with younger generations while staying true to its roots in care and communication.
Project Website:
https://raphamoraes.com/hallmark