Client story: Hallmark

How do you get Hallmark people to imagine innovative products – beyond cards?

Hallmark needed to grow its business beyond cards. They wanted an ongoing process and space to collaborate across the business and with customers to invent new products that people really wanted – not just ideas floated from creative teams. We used stories as the inspiration for Creative Commercial Communities® and game mechanics for the community system that turned the best ideas into the best products.

  • We built a product ideation process that integrated people's diverse interests, other industry products and stories.
  • We invented an online collaborative learning space built around storytelling for advancing ideas from spark to product.
  • We differentiated Hallmark's creative teams from competitors by involving customers in the product design process.