Hall Inclusive
Gen-z Marketing campaign
During my internship at Hallmark HQ, I worked with a cross-functional team to explore how Gen-Z values could shape more inclusive and emotionally resonant product concepts. These prototypes were developed in response to internal research, including persona development, quantitative insights, and a three-pillar strategy: Self, Community, and Sustainability.
Project Contribution
01
Research synthesis and insight translation
02
Concept development and ideation
03
Packaging and format prototyping
04
Material and tactile exploration
05
Visual storytelling and presentation
Context &
Design framework
The project was guided by Hallmark’s internal research on Gen-Z values, including themes of sustainability, self-expression, and community. These insights were organized into a three-pillar framework: Self, Community, and Sustainability.
My role involved interpreting this research through a design lens, identifying opportunities where deliverables could act not only as a product, but as a meaningful part of the message.
Designing Through Interaction
Many of the concepts emphasize sensory engagement and participation, incorporating tactile elements, interactive components, and alternative formats. These design choices aim to support emotional regulation, accessibility, and personal connection, particularly for users who benefit from physical interaction.
Rather than prescribing a single narrative, the prototypes invite users to engage on their own terms, allowing meaning to emerge through use.
Designing for Inclusion
Inclusion in Hall-Inclusive is approached as a systemic value rather than a visual theme. By integrating accessibility, sustainability, and emotional awareness into everyday gift objects, the project challenges conventional assumptions about what inclusive design looks like in commercial contexts.
The work demonstrates how research-driven insights can shape products that feel considerate, relevant, and culturally responsive without becoming didactic.