Hallmark Category Pages
2017After completing the Category & Browse redesign, we focused on providing detailed content strategy for the relaunch of key category pages using the new components.
Roles: UI designer, Content strategist
Tools: Axure, Photoshop
We collaborated with business and marketing partners on content strategy, providing initial art direction and suggesting content for the following category pages: Gifts, Cards, Ornaments, Home Decor, Gift Wrap, and Christmas. This process included taking into account existing marketing mailers, emails, etc. and repurposing imagery and editorial where appropriate.
Gifts page
Suggested content
![]()
![](https://freight.cargo.site/t/original/i/984551f7f39abd784fb5d24e1e7c889c787d1ec9ca644e9b11a68374e82eb820/Gifts-content-guidance.png)
Final content
![]()
![](https://freight.cargo.site/t/original/i/4fdccf9ce6f43687fec9a850838155f5d5fc27f318104b8619c57fc5bd35d626/Gifts-content-final.png)
Cards page
Suggested content
![]()
![](https://freight.cargo.site/t/original/i/48d0d6f07b64382d724efb207e356e827a84db813b0fe572f93ae022f3161e34/Cards-content-guidance.png)
Final content
![]()
![](https://freight.cargo.site/t/original/i/44a0c4d1d8824fcb0912ff59b41bca7d66103b49ec1741f8a277ac376d2a68ba/Cards-content-final.png)
Ornaments page
Suggested content
![]()
![](https://freight.cargo.site/t/original/i/c0792cbe7ec862735088e45e3aedb2e7e76471cf02b321595b7893a551b0d8eb/Ornaments-content-guidance.png)
Final content
![](https://freight.cargo.site/t/original/i/59372e5a994695e3c4cf084756c719a42afa75ee77e8689d655e508f20c45048/Ornaments-content-final.png)
Home Decor
Suggested content
![]()
![](https://freight.cargo.site/t/original/i/7369025ed381f5fcaae0d5ba2fdbb4bc692b8f10e6662f250dfa2a2564ff8621/Home-Decor-content-guidance.png)
Final content
![]()
![](https://freight.cargo.site/t/original/i/d0c38c8257417e8f7871c07b4016b39c8d3ce509a0258496c56c74b138bbf62b/Home-Decor-content-final.png)
Gift Wrap
Suggested content
![]()
![](https://freight.cargo.site/t/original/i/1741c21dc36961c8097f52571a51b5f4e1037d723dab3678eded32f098ff01b9/Gift-Wrap-content-guidance.png)
Final content
![]()
![](https://freight.cargo.site/t/original/i/b33ea6cc4dca1235da40cd3f4dd7f388fd0c6ca4e68a087d3b69f7848ad4134b/Gift-Wrap-content-final.png)
Christmas
Suggested content
![]()
![](https://freight.cargo.site/t/original/i/588946e85802e7907aec9b32d3770a01660bb842389ac3115df1c65ce67f721b/Christmas-content-guidance.png)
Final content
![]()
![](https://freight.cargo.site/t/original/i/96cea4968e14237fedcddd4dbca3b87953d74cb0cb5b725309350ab8ef94200b/Christmas-content-final.jpg)
After the new pages launched, we provided ongoing peer education regarding components and content strategy, which included extensive documentation regarding component display, function, asset specs, usage, etc.