02 / Dreambook
Hallmark’s Dreambook is an annual catalog showcasing collectible Keepsake Ornaments. For the 2020 season, I created the overall brand guide and led the design of the Dreambook, helping to capture the spirit of making the holidays personal, playful, and meaningful.
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Brand guide, photography direction, campaign insight, and full catalog design for Hallmark’s Dreambook.
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Build a handcrafted, playful, and celebratory visual tone that encouraged customers to make the holidays uniquely their own. Blend nostalgic warmth with bold, graphic storytelling to connect with a wide range of holiday traditions and styles.
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Danielle Mosely: Photography Lead
Ron Arens: Art Director
Drew Wagnor: Copywriter
Sally Thompson:
Brand Guide, Photo Direction, Layout Design, Art Direction
Dianne Hanlon: Editor
Marketing Activations
and Strategy
The Dreambook was reimagined into a two-part catalog, with inspirational product photography leading the front section and detailed ornament information organized separately in the back.
This approach kept the core of the book visually clean, immersive, and emotional while providing collectors with all necessary details in a user-friendly format.
The campaign leaned into storytelling and elevated visuals, resonating strongly with customers seeking a more personal, expressive holiday experience.
make the holidays your own
key message:
brand guide
