Juvenile Halloween Card Feature | American Greetings - Target Exclusive | 2023
After the first Birthday and Easter cards set, I was thrilled that American Greetings asked me to create another exclusive collection for Target - this time Halloween! The set consisted of 18 cards appropriate for kids of all ages, so the designs needed just the right amount of spooky and sweet. This time, the collection would be placed on the rail (the front row of cards) with the rest of the Halloween cards behind them.
Since Halloween is already a kooky holiday, and not one typically known for sending cards, the core designs included traditional icons in a bright, but classic colorway. This was a clear way to signify to customers that the spooky season had arrived - and it’s time to spread that Halloween magic!
Die-cuts were once again chosen as the special feature for this card collection, and I created the most complex and elaborate openings I had ever done! Examples of these are Fangtastic Bat, who’s die-cut wings open from both sides, and Trick-or-Treater’s, who are revealed behind a fence as the card is opened. I paired these with simple die-cuts that accentuated oversized and eerie-sistible characters.
Cards meant for older kids had slightly creepy and mysterious vibes, but were paired with playful interior reveals. This ensured the concepts didn’t get too dark, but allowed for some spooky illustrations to round out the assortment.
A few of the cards were designed to be more girl-leaning. American Greetings asked specifically for a granddaughter call-out on artwork featuring young and sweet designs. The balance included slightly older motifs appropriate for a range of ages.
There were also a collection of designs made specifically for boys. Once again, I was asked to include a couple younger cards with grandson call-outs. The rest were playful, humorous and hauntingly cute!
Here’s a photo of the full collection sitting together on the rail at Target!