The Paper Store
“Make Every Moment a Gift”
Role
Concept and Art Direction (Freelance)
Result
The Paper Store — a family-owned retailer and longtime Hallmark partner — was seeking a campaign concept to help win new business and expand its emotional connection with shoppers. Known for thoughtful gifts spanning jewelry, apparel, toys, stationery, and cards, the brand wanted a platform that celebrated the joy of giving while uniting its diverse product categories under one heartfelt idea.
Approach
The concept reframes gift-giving as more than a special occasion — it’s about finding happiness in small gestures and everyday thoughtfulness. The tone is warm and sincere, capturing the spirit of shared joy that defines The Paper Store experience.
Execution
Developed as part of a new-business presentation, the concept was brought to life through:
Hero campaign imagery showcasing authentic gifting moments and seasonal themes
Messaging framework adaptable for print, digital, and in-store use
Moodboards and design direction illustrating the balance of warmth, style, and approachability that could define the refreshed brand voice
Result
The concept helped the agency present a compelling creative vision that positioned The Paper Store as a destination for gifts that connect hearts, not just mark occasions. While developed at the pitch stage, the work demonstrates a strategic approach to emotional storytelling — uniting insight, tone, and design craft to elevate a beloved regional brand.
Agency
Quad / Periscope