client overview
A certified superbrand, Hallmark helps people the world over share in celebrations, whatever the occasion.
The brief, in brief.
Create an exclusive track that captures the Hallmark brand in song.
The background
Established in 1910, Hallmark is the largest and oldest manufacturer of greetings cards in the United States, with branches in Australia, the UK, Canada, Japan and continental Europe.
Not only that, but it now also manufactures party goods, gift wrap and stationery. And, for the last 20 years, it has also run the Hallmark Channel, broadcasting programming aimed primarily at families.
Capturing their brand
Hallmark’s brand is associated with good feeling, and our music team were challenged with creating a track that communicated their values to callers – be they customers, suppliers or partners – when queueing, holding or transferring while calling their contact centres.
After a consultation with the team, we’d collected six adjectives that would underpin our creative thinking:
- Entertaining
- Nostalgic
- Happy
- Sentimental
- Traditional
- Quality
How we helped
Our musicians set to work composing a unique track by following our patented process, creating a bright melody that incorporates familiar instruments for a traditional and nostalgic feel.
Handclaps and pizzicato elements add vibrancy, while discordant changes between passages introduce a quirky edge that enhances the sense of fun. When all the parts combine, it adds up to a track that carries the real Hallmark of quality.
Get a free demo
Interested in how our audio productions could unlock the potential in your telephone system? Follow the link and we’ll put together a demo that’s tailored to your business ― don’t worry, it’s totally free.
