American Greetings
A rose is a rose...
American Greetings is the world's largest publicly owned creator, manufacturer and distributor of greeting cards and social expression products.
Challenges
A rose is a rose is a rose is a rose... but in 1978, dated styling and inconsistent usage were taking the bloom off the longstanding American Greetings symbol
Actions
Created a refreshed brand identity that asserted the overall strength of the company's-not only of its successful product lines
The reinvigorated American Greetings identity helped position the company favorably among powerful competition, bringing new expression and sentiment to the heartfelt business of giving