As Franchise Creative Director, I developed a creative franchise strategy and led multiple creative teams for one of the largest retail programs of non-card gift product in the history of Hallmark Cards – Northpole Est. 1820™. This unique and differentiated program concept was a huge hit with retailers, and received prominent store placement of new products across top mass retailers including WalMart, Walgreens, CVS, and Kohl’s. It was also a key collection in Hallmark Gold Crown stores, and the Hallmark Rockefeller Center store in New York featured an interactive Northpole shopping experience. The store experienced a huge increase in sales and had to scramble to keep the products in stock.
This multi-year franchise launched in 2014
and features products that come directly from the real city of Santa and the elves, called Northpole – specially delivered by Hallmark. I creative directed the idea development of many of the key item products in the program including the Northpole Communicator, Magic Snowball, and Find Me Santa Snowflake.
I also worked with multiple internal and external teams as Franchise Creative Director on the promotional marketing for the program which included commercials, video content, traveling PR stunts, and a dedicated, experiential website.