ART, DESIGN & CREATIVE THINKING
ART, DESIGN & CREATIVE THINKING
Client: American Greetings Corporation | Deliverables: Brand Identity · Product Development · Art Direction · Ethical Sourcing + Production Oversight
Tasked with disrupting the traditional humor card market, we developed a fresh brand vision for Paper Rebel—a bold new greeting card and gift line under American Greetings. From logo and brand assets to sourcing and directing 20+ artists, every element was built to reflect elevated simplicity, wit, and authenticity.
Over 1,000 products were created annually, spanning cards, ceramics, textiles, paper goods, and pins. Each piece featured distinct art and copy, curated into a cohesive visual language. The line was made in the USA using high-end techniques and eco-conscious materials—sourced through April’s deep network in the ethical manufacturing and design space.