Hallmark Media
THE LEADER IN CELEBRATIONS
One of the fastest-growing brands in entertainment, Hallmark Media is home to an iconic collection of three Hallmark-branded networks. With family-friendly content beloved by audiences and a distinctive approach to seasonally focused, feel-good stories, Hallmark’s programming has evolved to become a genre unto itself. The Hallmark Channel features all-original heartwarming movies and scripted primetime series, Hallmark Movies & Mysteries embraces the lighter side of suspense and mystery in its thought-provoking original films and series, while Hallmark Drama, the newest channel, features dramatic, enduring stories and movies from the Hallmark Hall of Fame library.
Hallmark Media partnered with Charley to produce campaigns for six upfront seasons, a series of annual events held by networks to announce programming for upcoming seasons. Working closely with the Hallmark Media marketing team, Charley helped evolve the brand’s upfront print and digital communications as the networks continued to grow and expand their content.
PROJECT SCOPE
Brand Identity
Marketing Collateral
Advertising
Digital Experience
Promotional Items
Celebrating the seasons, holidays and the special moments in between.
Hallmark believes there are moments for celebration every day and every season. For the upfront kits, we wanted this brand promise to thematically anchor all the materials, from the promotional giveaways to the sizzle reel and digital presentation.
Hallmark Channel’s year-round programming calendar is shaped around classic traditions of every season, from themes like “June Weddings” to “Countdown to Christmas.” The design of the upfront communications centered on vignettes that evoke favorite memories and capture the mood of each season. For Hallmark Movies & Mysteries, we focused on the “moments in-between,” using a modern take on an evidence board to mirror the intrigue and suspense viewers feel in solving a mystery and the clues they encounter along the way.
Opening up the world of Hallmark
For the series of upfront books, we used iconic graphics that play off of the personality of each network. Subtle foil, varnish and raised UV printing techniques were used to give the books dimension and luminosity. We wanted the experience of opening the covers to feel like opening a package. For the interior spreads, we chose a landscape format to give the imagery a cinematic feel that captures the emotional connection each network has with its viewers.
Each year, we developed a flexible visual theme that could adapt to the unique personality of each network while remaining cohesive as a set.
“Charley’s stiffest competition is Charley. For years, they’ve produced the single most important brand initiative for Hallmark Channel and Hallmark Movies & Mysteries – the upfront campaign. Each year, we’re certain there’s no way they can top the prior year. But they do, one-upping themselves with a deep understanding of our brand and the evolving challenges we face. The Charley team doesn’t just make things happen, they make magic happen.”
– EVP Marketing & Communications
HALLMARK MEDIA