Studio Ink by Hallmark
Art Director, AKQA
Credits: Brian Farrell (Associate Creative Director), Colin Hauck (UX Designer)
Hallmark’s Studio Ink project brings millenials a whole new view on cards. Early on, we realized the ease of digital is greater than the sentiment of sending a card for our target market of millenials. In order to achieve our goal, we had to remove friction (no address, no mailbox, no stamp) that is often associated with this demographic market.
Instead, we gave them an experience and a reason to use the app. Users can shop, invite friends and create event reminders, which is our biggest feature, to ensure that millenials remember the important things in their lives.
For example, events happening the soonest will appear at the top of your app feed with indicators about how many more days you have unitl you need to send a card. In the card selection, users have the option of sending the card directly to the friend, in which they’ll type or snap a picture of their message, or send it to themselves first, which will allow them to handwrite a personal message on the card before mailing it.