STATIONERY · EDITORIAL & CONCEPT

EDITORIAL CREATIVE DIRECTOR KARI SULLIVAN · MANAGAING EDITOR PETER STEIN

EDITORIAL BRIEF

Explore warm connective copy for the anniversary caption that is inclusive and versatile.

CONCEPT DIRECTION

Craft a message celebrating pride and shared love, expressed through simple, clean design and type.

FINAL COPY

PAGE 1 SO PROUD OF THE LOVE WE SHARE

PAGE 3 Here’s to another year of us HAPPY ANNIVERSARY

CAPTION Anniversary, LGBTQ+

ARTIST In-House

EDITORIAL BRIEF

Develop simple, heartfelt copy that honors the loss of a pet, with language that’s versatile enough to resonate across all types of companions.

CONCEPT DIRECTION

Keep copy short and sincere, incorporating rainbow and paw imagery to evoke warmth and remembrance.

FINAL COPY

PAGE 1 goodbye sweet friend

PAGE 3 so sorry for the loss of your wonderful pet

CAPTION Sympathy, Pet

ARTIST In-House

EDITORIAL BRIEF

Develop clever Father’s Day concepts with text tie-ins that resonate with a wide range of sender relationships.

CONCEPT DIRECTION

Collaborate with Lim on a humorous vertical multi-fold design that playfully emphasizes the giraffe’s naturally long neck.

FINAL COPY

PAGE 1/3 WHEN IT COMES TO GREAT DADS…YOU’RE WAY, WAY UP THERE!

CAPTION Father’s Day, General

ARTIST Lim Heng Swee

CONCEPT DIRECTION

Play with classic construction iconography, with a crafted handmade approach that appeals to senders of all ages.

FINAL COPY

PAGE 1 THANKS FOR ALWAYS GIVING ME A LIFT

CAPTION Father’s Day, Dad

ARTIST In-House

EDITORIAL BRIEF

This project was developed as part of a larger assortment of e-commerce exclusive congratulatory cards.

CONCEPT DIRECTION

To balance with the more classic and serious designs in the assortment, this concept takes a lighthearted approach, pairing a subtle pun with a playful, approachable art style.

FINAL COPY

PAGE 1 JUST POPPED OUT TO SAY…Well Done

PAGE 3 Congratulations

CAPTION Congrats

ARTIST Louise Pretzel

BIRD & QUILL · EDITORIAL APPROACH

Bird & Quill was a sub-brand created to engage a younger audience drawn to authentic, humorous, and topical messaging. The editorial brief opened up a new world of possibilities for the creative team, led by Creative Director Jen Lew, including opportunities to collaborate with new artists/styles, and explore fresh copy and sender-receiver relationships. The brand’s voice was real, playful, and conversational—a vibrant contrast to the more traditional tone of Papyrus.

Jen Lew, Senior Art Directors Kari Sullivan and Katri Haycock, and Managing Editor Peter Stein developed all copy for the initial brand launch of 50+ designs. A selection of Kari’s favorite contributions can be found below:

PAGE 1 I’M 50% YOU

PAGE 3 AND YOU’RE 100% AWESOME

CAPTION Father’s Day, Dad

ARTIST In-House

BRAND Bird & Quill

PAGE 1 20% STUD, 80% MUFFIN

PAGE 3 100% MINE

CAPTION Father’s Day, Love

ARTIST Sarah Coleman

BRAND Bird & Quill

PAGE 1 YOU ARE SUCH A PERFECT LITTLE ARRANGEMENT OF ATOMS

CAPTION Love

ARTIST In-House

BRAND Bird & Quill

PAGE 1 Good People Make GREAT Babies

CAPTION New Baby

ARTIST In-House

BRAND Bird & Quill

TAYLOR SWIFT COLLECTION · EDITORIAL APPROACH

The Taylor Swift collection was, as you might expect, all about the words. The challenge lay in capturing Swift’s distinct (and instantly recognizable) voice, along with the vibe of her 1989 era, without parroting her language and lyrics. This required a deep dive into her discography, interviews and social media to ensure the tone felt true to her unique and impactful style.