2019 Keepsake Ornament Dream Book

Hallmark's Keepsake Ornaments brand is the leader in Christmas ornaments (weird brag, but it’s true). And their yearly Dream Book catalog is their flagship marketing piece, containing photography, articles, and product information for around 500 new ornaments.

For the 2019 edition, for the first time in the brand's history, we were tasked with creating two different books: one for the average, everyday shopper and one for the Keepsake Ornament Club members—the super fans of the brand.

After developing two different layouts, I had to take two distinct story approaches based on those consumer groups, oftentimes writing two different articles about the same ornament, utilizing various quotes from interviews with the ornament artists.

Team: Katherina London, Sally Thompson, Bev Carlson, Dianne Hanlin & Eric Jones