American Greetings × Target | Greeting Card Collection | 2023
In 2023, I illustrated and designed a large greeting card collection for American Greetings that rolled out as a Target feature. The work spans nearly 30 kid-centric designs, all unified with a tight palette, character-driven illustration, and a focus on the experience of sending, opening, and displaying cards.
The collection covers classroom exchanges, teacher thank-yous, premium fold-outs, and everyday cards. Each format was designed with its own purpose, while still being a part of the same playful world.
5-Panel Fold-Out Greeting Cards
For this premium sub-collection, I designed five 5-panel fold-out greeting cards featuring die-cut edges and holographic finishes. Because these cards sit at a higher price point, my goal was to create added value through both design and interaction.
For the most kid-focused designs, I incorporated activities like a word search, maze, or connect-the-dots in the interior panels. All five cards included custom interior artwork and sentiments, turning them into keepsakes that feel special to give, receive, and display.
Z-Fold Greeting Cards
Z-fold cards are a format I return to often for American Greetings. Each one is built around a bold central character, with die-cut edges shaped intentionally to frame the illustration and make them pop in stores.
These designs were created to sit comfortably in a mid-range price point - special enough to stand out, approachable enough to grab without overthinking. The above pizza card was a favorite, earning over $50K in sales within its first three months on shelf!
Classroom Collections
The classroom designs were developed with both teachers and kids in mind. Two Valentine’s Day cards for teachers incorporate color-in elements, inviting student participation and self-expression.
The collection also includes four sets of mini classroom notes, each with its own look and tone - from animals to hearts to color-in designs. These flat cards feature a bold illustration on the front, with secondary icons and space on the back for names and short messages, making them easy to pass out, personalize, and share.
Ongoing Success
The collection performed strongly and continues to live on within the American Greetings catalog, with select designs appearing across additional licensors. A new group of cards will be launching in Walmart in 2027!