VIDA Hallmark Cards

Product Design
A conceptual extension of Hallmark VIDA focused on culturally authentic greeting cards for Latino communities. Each card includes custom illustration, bilingual messaging, and heartfelt writing that reflects everyday moments and celebrations through a Latino lens.

Little Birdy

When you walk into a Hallmark store, you are bound to find several dog themed cards. In the Latino community, especially the older generation, dog themed gifts are seen as offensive and with great insult.

Our equivalent of an animal that we find with great affection in our countries are birds, especially parrots.
The Latino equivalent of a dog and its bone? A parrot and a mango.
Rams Logo

"A little birdy told me... That today is your birthday. Happy Birthday! But please, do not tell anyone that I talk to birds."

Tamalito

I started with a hand-drawn sketch of the tamale, which I later flipped and refined in Illustrator to fit the card’s layout. I wanted the illustration to feel playful and familiar, without being overly polished.While designing this card, I thought about younger generations of Latino-Americans who might move between Spanish and English in everyday life. A simple tamalito joke felt like a way to connect — playful, familiar, and reflective of how culture and language blend differently for everyone.

To say a child is sick is “Ta malito.” To say a small tamale is “Tamalito.”

Merry Christmas from Afar

Faith and family are important in the community. HOWEVER, many immigrant families do not have all their family members living within the same state or country. I thought of making a card that might comfort someone who does not have the privilege of celebrating the holidays with their family. I decided to use the reference of the 3 wise kings traveling far to see the birth of Jesus. Since Catholism is the most practiced religion within the Latin Community. I wrote my own Spanish greeting to what I thought was appropriate to someone celebrating alone.
I came about making the center with the stable the focus. I started to hate it and felt it getting in the way of my main subject. I played around with the placement and scale. The baby being the important focus point is centered and surrounded. This was intentional to have a close and personal relationship with the event. I did like the dark hues, however with Latinos we tend to like more lively colors. The animals and the kings being dark silhouttes towering over did not sit right with me.At some point I thought of scraping the idea all together and going for detailed features and colors. But I wanted to challenge myself to keep it all silhouttes.

“Celebrating the holidays away from family is not what one desires. But don’t worry, we are equally loved and blessed by the same God. No matter what country we are in, the holy spirit will travel further.
I wish you and your family a Merry Christmas”

←Fresca barrels
Mi casita mercado→

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‍¡Contáctame! Estoy aquí para ayudar."

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‍Cuéntame sobre tu proyecto, consulta o simplemente salúdame.

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