Greeting Card

Creating relatable media for a diverse audience was a challenge in my role at Cal State. Over seven years, I designed a yearly greeting card for the president to send to about 1,500 constituents. Initially, our card themes felt too “Christmasy” or overly “wintery” for Southern California. To address this, I shifted to a New Year’s greeting, universally embraced as a time of fresh starts, which also aligned with our fundraising goals.

In 2016, we celebrated the opening of the university’s first sports arena and student union. I seized this opportunity to highlight the campus’s growth by illustrating these new buildings alongside older structures, creating a custom die-cut card. Each card panel showcases a different building in chronological order, from newest to oldest, with a paragraph on the significance of each landmark. The president’s heartfelt message inside celebrates our accomplishments and expresses optimism for the year ahead. Many community members proudly displayed their cards in their offices.

I was awarded “2017 Best Overall Card Design” by the Far West District of the Council for Advancement and Support of Education.

Card Specifications

• 5″ x 7″ greeting card
• Free-hand drawings in Adobe Illustrator
• Two spot color inks
• Four-panel; accordion fold
• Laser die-cut