DESIGN PROBLEM: Create a campaign to awaken Hallmark leaders and employees to the emotional needs that arise from the overlapping cultures in families and relationships. Use stories from Hallmark employees and leaders to add personal relevance. Secondary - can we use the campaign to improve our brand perceptions by showing consumers and retail partners our growing understanding of the multicultural consumer?
SOLUTION: As a brand strategist and corporate diversity leader for Hallmark, I helped create and direct a campaign called The New Norm. This is 1 of 3 videos I directed in the New Norm series used to bring multicultural awareness to Hallmark leaders and employees, and to show cultural relevance to Hallmark customers on social media channels. Hallmark later used these videos to show current and potential retail partners and employees their growing understanding of multicultural consumers.