Paper Rebel | Brand Identity & New Product Development

Selected by the president of Creative at American Greetings Corp to develop a new, fresh greeting card and gift line. Created brand vision and established art look. Designed logo and all brand assets. Sourced and art directed 20+ outside artists. Sourced vendors and tested new printing techniques to achieve high end (letterpress), USA made, eco-friendly vision. Developed over 1000 products annually. Balanced retail architecture in terms of look.

Nearly all funny greeting cards use the same formula of bright colors, slapstick humor and bold, sometimes garish, design. Paper Rebel is different. Internally concepted and directed. New art and copy were created by hand-selected artists all over the world and curated into unique cards and gifts. A series of supporting elements such as a custom envelope and seal were created to elevate Paper Rebel even further. The full product line includes cards, ceramic mugs, zipper pouches, tote bags, note pads, pens, tea towels and enamel pins.