Anne Lawrence-Cherry PORTFOLIO

par t y
Snack Caddy par t y
Snack Caddy par t y 4 Napkin Wraps

par t y 4 Food Markers

par t y 4 Placecards par t y 4 Food Markers

ASSEMBLED SIZE: 7 x 7 x 7 IN

Label design for square paper plates

PA C K A G I N G S T R AT E G Y
Early packaging concept for Mix
and Match party accessories.
This program visually conveyed
the product themes through color
coding and lifestyle photography.

M I X & M AT C H " S P L A S H " Packaging Concept for Target

 celebrate
party

face paint kit EASY FOR MOM. FUN FOR KIDS. celebrate
party

celebrate
party
floor decals DECORATE THE WAY TO THEIR BIRTHDAY!

6 REUSEABLE & SKID RESISTANT DECALS

cupcake stand EASY WAY TO SERVE UP THE FUN!

celebrate works on wood,

party
tile, or carpet!

great for:
birthday’s
food picks MAKE FOOD MORE FUN WITH
PERSONALIZABLE MESSAGES!
school parties 6 COUNT
slumber parties
team gatherings
STICKS & REUSEABLE STENCILS

S T R AT E G I C O B J E C T I V E S
Contemporary aesthetic and logo design
Show product in use through photography
Segment through color coding

H A L L M A R K PA R T Y Celebrate Kids! Branding Concept

 S T R AT E G I C O B J E C T I V E S
Create dynamic packaging for innovative products
Incorporate licensor branding and character art
Establish visual consistency across all Treasure Towers
Ensure visual integration into core licensed displays

TREASURE TOWERS Party Innovation Family of Products

 seasons
2 g ift box kits

g i f t b ox k i t
seasons

For
For seasons
4 treat b oxe s
Holiday
Holiday Food
Gifts!
Food
Gifts! For
Holiday
Food • Perfect for homemade cookies, toffee bark, candy and treats.
Gifts! • Includes cello bags, seals, ribbons and gift tags

• Perfect for homemade breads, cookies and treats.

• Fits 2 lb. loaf pan
• Includes cello bag, seal, ribbon and gift tag

S T R AT E G Y
Develop a cohesive seasonal program across
multiple product categories including boxed
• Perfect for wrapped cookies, candy and treats.
• Use for party treats, stocking stuffers, or in gift baskets
cards, gift wrap, party, and ornaments.
• 2 each of 2 designs Create a seasonal “store within a store” for
mass channel retailers.

SEASONS FROM HALLMARK “Blue Ocean” Cross-platform Program of Ornaments, Wrap, & Party
PROJECT SCOPE
Box designs, “brand” and product
name logos, art direction of illustrators.
Collaboration with Hallmark writer.

HALLOWEEN CANDY Novelty Cereal Box Parody, Retail Tested in Gold Crown Stores
 goof door STREAMER
dice
PA R T Y

ball! PA R T Y G A M E
A party game that
kids will go goofy for!
decoration Make them feel
special all day long!
game Roll the dice and act a little goofy!
Laugh-out-loud party fun for everyone!

Make giving
food more fun!
TIPS
& IDEAS
2 EACH OF 3 DESIGNS ON BACK!

ages
food fun 4+
7 FEET
LONG
16
INCH Roll the dice
and act a
little goofy!
ages players minutes ages players minutes
game 3+ 2-12 15+ decor • ideas on back game 3+ 2-12 15+

S T R AT E G I C O B J E C T I V E S
Create a fun kid-attractive packaging program
Establish brand recognition of Hallmark Party
Incorporate a wide variety of product artwork for game skus
Utilize color coding by gender (boy, girl, nuetral)

H A L L M A R K PA R T Y Walmart Kids Final Concept

 PROJECT SCOPE
Designed vintage -inspired graphics,
arched vacuum form configuration for
chocolates, and arched window die.

C H O C O L AT E L I G H T S Novelty Candy for Crown Chocolatier

D E L U X E C H O C O L AT E S Concept for Crown Chocolatier Signature Chocolate Box
 TM TM TM TM

PIECES
PIÈCES

TM TM TM TM TM
TM

` `

15 PIECES
PIÈCES ` 124 PIECES
PIÈCES 55 PIECES
PIÈCES 36 PIECES
PIÈCES 72 PIECES
PIÈCES

Glow in the Dark Brille

le noir
dans
Repositionable Amovible Scratch & Sniff Gratter
et sentir Embossed En relief Metallic Métallisé

Previous
Packaging

1 SHEET/FEUILLE 2 SHEETS/FEUILLES 2 SHEETS/FEUILLES 2 SHEETS/FEUILLES 2 SHEETS/FEUILLES

Hi!

S T R AT E G I C O B J E C T I V E S
Create clean display in Walmart
Communicate product attributes
Highlight sticker count
Increase brand visibility

STICKERONI Packaging Restage, Licensed and Non-licensed

S T R AT E G I C O B J E C T I V E S
Build upon success of Animal Funzip packaging
Incorporate licensor styleguide elements
Ensure visual integration into Hallmark gift wrap display

FUNZIPS Phase Two, Licensed Examples

 PROJECT SCOPE
Led cross-functional team to develop innovative
product signage program for the introduction of
an exclusive fixture for Walmart. Flexible indexing
signs are versatile, modern, and easy to read.

c o nn e ct i o n s

New brand logo

treatment for
national launch

birthday get well

everyday

celebrate

gift wrap everyday

christmas
Tuesday, December 25
## SKU ##

humor humor humor

seasonal

WA L M A R T " G E N E S I S " Signage Program for Walmart Greeting Card Department

 PROJECT SCOPE
Logo and exterior sign design,
restaurant entry, menu board,
interior “1950’s advertising” signs.

BURGER BAR Crown Center Food Court

PA C K A G I N G C O N C E P T
The Image Gallery retail concept
creates personalized merchandise
with photos. Gift packaging
would tilize these same photos
as the seals on pre-printed boxes.

IMAGE GALLERY Customizable gift packaging for print-on-demand photo products

 Incorporating elegance with ingenuity,
Zoé DuFour articulates a unique concept of
inter-changeable jewelry with beautifully hand-
crafted necklaces, pendants, earrings, and charms
that have been created to truly personalize your
jewelry collection. Clean with a soft cloth only.
Enjoy wearing your jewelry!
www.zoedufour.com

S T R AT E G I C O B J E C T I V E
This brand identity reflects the
quality of Zoe DuFour’s vintage-
inspired jewelry.

ZOE DUFOUR Brand Identity Program

AWA R D S
The One Show
Communication Arts Design Annual
Print Magazine Regional Design Annual

V I S I T I N G E D U C AT O R S P R O M O P I E C E “Going to Kansas City”

 a n n e l aw r e n c e - c h e r ry
8 4 1 7 H A R B I N G E R S T. L E N E X A , K S 6 6 2 1 9 913-438-3218

WORK EXPERIENCE-HALLMARK CARDS, INC.

Package Design Studio Manager 2007-PRESENT
Directs the package design creation of 4000+ skus annually. Provides strategy and art direction for non-licensed and licensed programs
for greetings, gift wrap, stationery, stickers, and party product lines crossing eleven brands. Manages a cross-functional team of designers
and production artists. Provides consistent point of view for corporate initiatives such as environmental labeling and value messaging.
Partners with Creative, Marketing, and Brand Management groups. Packaging liaison for Hallmark owned subsidiaries.

Environmental Graphic and Package Design Studio Manager 2005-2007

Led Mass Channel environmental graphic design group as well as core package design studio. Responsible for core package design as well
as over 150 environmental graphic identity programs for retail partners such as Walmart, Walgreens, CVS, and Kroger. Art directed team
that developed innovative graphics program for Walmart’s Connections From Hallmark department.

Greetings Studio Manager/Consulting Designer for Hallmark Magazine 2002-2005

Managed 24 member greeting card design studio. Provided support to ensure on-time product deliverables and creative quality while
mentoring employees for professional growth. Partnered with Corporate Communications Studio Manager for the content development and
launch of the Hallmark Brand Identity Standards Manual and Intranet site. Acted as Consulting Designer, Hallmark Magazine
(2002-2004). Creative liaison for outside agency on the development of the premier issue. Coordinated illustration, photography, design,
and hand lettering.

Consumer Communications Studio Manager 2000-2002

Directed 42 member Environmental Graphic Design and Package Design Studios. Responsible for the total integration of graphic
components from packaging to display signage. Provided design leadership for consumer branding initiatives for retail, including the
relaunch of Crown Chocolatier, the packaging restages of Keepsakes ornaments and Party Express, as well as the launch of Gift Books
from Hallmark.

Integrated Marketing Merchandising Leader 1999–2000

Art director for cross functional team of graphic designers, visual merchandisers, retail designers and copywriters for all seasonal signage
programs for Hallmark, Gold Crown and EFH retail brands. Responsible for presenting all creative direction to senior leaders including
VPs of Creative, Advertising, Sales & Marketing, and Merchandising.

Visual Communications Design Studio Manager 1998–2000 (overlap with IMML position)
Managed the Environmental Graphic Design and Technical Art Studios responsible for designing and executing over 1500 signage
components and concept projects annually. Launched the Brand Identity programs for Hallmark and EFH store environments. Art directed
signage program for the Gold Crown Revision. Re-directed initial brand identity source material from outside design agency to a simpler
and more aesthetically pleasing design system.

Package Design Studio Manager 1995–1998

Managed 25 member studio responsible for designing and executing over 3500 packaging components annually. Programs ranged from
seasonal gifts, ornaments, everyday collectibles, confections, and core product categories. Directed the implementation of bilingual
packaging across thousands of packaging jobs to consolidate product inventory between Hallmark Canada and the United States.

Designer (1989-1992) / Supervisor (1992-1995), Package Design

Produced numerous packaging systems and solutions for almost all formats and programs within Hallmark. Notable contributions were
Zwak, Hallmark candles, Hallmark Crown Chocolatier, boxed cards, Springbok puzzles, and Keepsakes Collectibles. Supervised 4-8
employees while maintaining own package design project management workload. Designed Crown Center “Burger Bar” restaurant identity
including logo, menu design, exterior and interior signs.

EDUCATION
Art Center College of Design 1986-1989
B.F.A. Graphic Design/Packaging. Graduated with Distinction (3.65 or above GPA). Awarded the Dale Brubaker Award by Landor &
Associates for “outstanding portfolio and strategic acumen”.

Minneapolis College of Art and Design 1984-1986. Visual Communications major. Merit Scholarship recipient.
AWARDS AND ACCOMPLISHMENTS
Published: Communication Arts, Print Regional Design Annual, The One Show, Orbiting the Giant Hairball by G. Mackenzie
Key Note Speaker, Retail Packaging Association Conference 3/1/2007, Las Vegas, NV
Speaker, The Package Design Summit 2006, West Palm Beach, FL
Television Game Show Contestant, Worst Singer in Kansas City Finalist (various years)