A card fit for a queen

Michelle, our art director for Hallmark UK & Ireland teamed up with with Barbara, a creative process specialist based in our US office to create a uniquely beautiful card for the Queen to open on her official birthday on the 21st April.

A whole team of people brought their expertise to the project; editor Louise, who wrote the meaningful verse, Chris who created the intricate engraving, Neil our 3D expert and creator of the cutter drawing for the box and sleeve, master hand lettering artist Jim, hand scripted the Queens address for the envelope. Finally, Rick, Kenny and Sherry developed the final beautiful print, to include the card’s pillow embossed cover box and wrap around band adorned with the Queen’s cypher and scroll work.

And the final result? An exquisite three panelled card with rose and blossom emboss details in gold hot foil gradients, wrapped in a delicate pearlised screen print tissue wrap.

“The finished result far exceeded my vision for the card,” said Michelle. “This is co-creating at its best – working with an amazing team to get a fantastic result. We had so much support from all the teams involved.”

Natalie, head of creative for Tigerprint and her team have also developed a separate card for the Queen to commemorate her birthday.

Natalie described the Queen’s 90th birthday card for us: “The card has an intricate cut out design on the front, with a 3D self-standing design, but it could be developed for customers to buy for their own relatives celebrating the amazing age of 90.”

Natalie and her team have also developed a ‘Queen for a day’ card for Marks and Spencer. This exclusive production was supplied to M&S’s top 50 stores with only 500 pieces produced.


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