Dollar Tree

In 2014 I was the sole designer tasked with creating new signing for a new client for Hallmark Cards. In 2018 the new lines were launched in 100’s of stores. The strategy featured two card lines with different logos that must live in the same footprint. I created a signing solution that was unified and still felt like what Hallmark was doing at other retailers. This needed to be impactful, but simple. Large signs were created to capture the consumer, and clear pricing call-outs were a requirement. The signing got the Hallmark purple treatment, but with a strategic twist. Using color to help the pricing strategy impressed the retailer. The normal color blocking is used to announce each caption and perpendiculars line the display to help navigate the consumer. The end result is the perfect mix of simplicity and thoughtful navigation that appeals the Dollar Tree consumer and the Hallmark consumer