My Work in Branding & Rebranding

Sunrise- a full line card and gift offering within Barnes & Noble, The United States Post Office, Michaels, FTD, Office Max, Office Depot, Staples, Wegman’s, and hundreds of independent retailers. (Formats: Greeting cards, memo lists, pocket notes, mugs, gift bags, roll wrap, gift card presenters, memo cubes, stationery, and other paper-based and social expression gifts.

I was sent to Sunrise Greetings in Bloomington, Indiana to lead editorial while the transition of all offices and the transfer of all assets were made to Kansas City. (I lived in a hotel next to Honda dealership for 6 months leaving for only 2 weeks to get married.) Sunrise was a creative mess. What little engagement was left in the staff who were about to lose their jobs, was spent on working on résumés and not the work at hand. I used this time to develop a rebranding strategy for Sunrise once the transfer to Kansas City was complete. This was to take Sunrise back to its roots- a brand that focused on the hand of the artist. I implemented new card-backs, new logo design, new tag-lines, new style guide, and new editorial strategy to make this line, at its core, an alternative studio/gallery with bolder, fresher designs and very few “Greeting Card Formulas”.


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