PopMinded Branding & Collateral
PopMinded is Hallmark’s way to celebrate fandom with gifts and collectibles created and curated with all pop culture fans in mind. Through convention pop-up stores, PopMinded provides experiences and event exclusive items at popular events such as San Diego Comic-Con, New York Comic Con, Emerald City Comic Con, and more.

I was able to work with Hallmark to better market its pop culture content by tapping into the geeky love and enthusiasm of its customers. With a unique hand-drawn twist to the properties we all know and love (Including Star Wars, Marvel, Disney, DC Comics, Harry Potter, and more), I was able to create cohesive branding that would be used in a variety of spaces, including visual merchandising, print/digital marketing, packaging designs, and unique gift product.​​​​​​​
Scope:
Logo System
Typography, Color
Illustration
Layout & Social Templates
Marketing Materials
Above: Initial drawings for each major brand represented, including: Star Wars, Marvel, Star Trek, DC, Harry Potter, etc.
Above: Initial drawings for each major brand represented, including: Star Wars, Marvel, Star Trek, DC, Harry Potter, etc.
Preliminary logo explorations
Preliminary logo explorations
Final logo treatment
Final logo treatment
Final visual merchandising display at San Diego Comic-Con
Final visual merchandising display at San Diego Comic-Con
Close-ups of visual merchandising
Close-ups of visual merchandising
Close-ups of visual merchandising
Close-ups of visual merchandising
Examples of marketing materials for various conventions
Examples of marketing materials for various conventions
All images and content are property of Hallmark Cards, Inc.
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