Sarah Jessica Parker is a multifaceted modern woman: wife, mother, professional, friend, sister, daughter, and more. She—like our Hallmark shoppers—is busy balancing all of the roles, life events and relationships that her many connections inspire. The collection we developed is rich with products that help celebrate, inspire, encourage, comfort and connect. A variety of designs and messages will attract and inspire shoppers to find the perfect card and gift for each of their relationships.
Initially, I created 3 moodboards from the prompt "What would the Sarah Jessica Parker and Hallmark collaboration look like?" I developed themes, tones and palettes for these three "design buckets." The boards were then sent directly to Sarah-Jessica and collaborative conversations started from there.
We worked side by side with Mrs. Parker - creating physical pin-boards to further develop the scope of the collection. These boards were used to facilitate conversations about SJP's likes and dislikes.