Revitalization of the Wills Program for the Presbyterian Foundation. The goal was to inspire people to make bequests to their local churches as a way to make a positive difference not just in their church, but to the community. Worked with the client to define their
needs and led my team to create compelling solutions for what is an
inherently tricky subject matter - discussing your will at church.
new product launch
Creative and editorial direction, branding/vision work and developing an online voice to present the idea to the world and continually interact with consumers in Hallmark’s first-ever line of consumer-created greeting cards. The approach was well-received by consumers, generated unpaid media buzz, and became a financially valuable asset to Hallmark’s offerings for over seven years.