This collection represents a high-volume output of 100+ greeting cards created annually across three distinct brand identities: Avanti, A*Press, and AMERICA. My role shifted between the "big picture" and the fine details. On the A*Press line, I led the charge from start to finish, illustrating original pieces and art directing the entire aesthetic. For the Avanti and AMERICA lines, I focused on the design architecture, handling everything from the interior verse and back-of-card copy to the final card embellishments. My time as a greeting card designer is a testament to balancing the raw illustration with technical precision required for national retail.