James Cropper and Hallmark step up to design 3D business cards with a difference
James Cropper has been living up to its name for innovative paper solutions with a Hallmark collaboration that’s turned a greeting card into a 3D floral decoration.
The venture comes off the back of the Lake District-based paper company’s research among 500 company executives and directors which revealed they’re after more sustainable options for sending cards to show gratitude and support to stakeholders – and the result can be seen in the video below.
Having worked with Hallmark on the paper flower installation for PG Live 2023 as well as the publisher’s Cup Cycling card collection that appeared in the McDonalds’ Change A Little Change A Lot advert, the partnership was extended with a request for an innovative New Beginnings concept as an alternative to James Cropper’s usual Christmas card – and to show the execs how things could be different.
In the survey, almost a third of the respondents expressed a preference for corporate greeting cards that also have a secondary purpose, a sentiment the company feels is well-aligned with its dedication to sustainable growth.
Despite society’s rapid digitisation, 15% of the executives found digital cards to be a poor substitute for traditional greetings, underscoring the enduring appeal of tangible, tactile experiences and challenging the assumption that digital alternatives are universally well-received.
“As leaders in innovative paper solutions, we recognise the need for purposeful and sustainable choices in today’s business landscape,” Jordan Scott, James Cropper’s marketing communications manager, explained. “The research we’ve undertaken shows this extends to all communications of the business, including the greeting cards that are sent.
“We recently partnered with Hallmark to create a corporate greeting card which symbolises hope, a fresh start, sustainability, and innovation. The card has been designed for second use as decorative floral ornament or thank you piece, allowing for a perpetual sentiment that extends beyond the confines of a few weeks and is a gift that could last a lifetime.”
Croppers has a tradition of sending beautifully-crafted festive cards designed by selected artists who share their love for nature and can showcase the company’s papers through their artwork.
“This time something a little more complex was required,” said Jess Lovelace, Hallmark’s head of brand marketing. “The intention behind the concept was a card that felt completely unique and bespoke, that would symbolise new beginnings, sustainability, innovation and hope, and was entirely UK designed, UK produced and made exclusively from UK manufactured paper, and that this would be a card that would not be seasonal, but could be used and displayed all year round, and for years to come.”
And the team of Rebecca Clapham, Kelly Wykman, Eve Gray, Jo Phillips, Phil Pearmain, Ruth Turner-Blood and Donna MacGregor worked with Jordan and print company Herbert Walkers to come up with a series of card concepts within wallet.
Firstly the outside says Celebrate Bright New Beginnings with a foiled sunrise design, before opening to reveal a message championing the Hallmark-James Cropper collaboration, alongside another card which holds the inside of the wallet together and recounts the values and brand promises of both companies.
Concealed further inside is a die-cut yellow card shaped like a peony, the flower that symbolises new beginnings, good fortune and happiness and is an elegant sculptural 3D design that can be displayed all year round.
The flower then reveals more hidden gems, including The Nature Of Change poem, and a foldable thank you card raising a toast to the blossoming of a new chapter.
Jess added: “Everyone involved has been delighted with the outcome and we really hope it will further cement our relationship with James Cropper. We can’t wait to work with them on even more exciting projects.”
The paper company said the project “reaffirms the long-standing partnership between James Cropper Paper & Packaging and Hallmark”, with the board in its greeting card offer including waste from disposable coffee cups, driving forward sustainable alternatives to make an impact.
Jordan said: “Working with the fantastic creative team at Hallmark Cards to create the New Beginnings card marks the first time that we have partnered with a customer for a greeting card and as a thank you to all stakeholders.”
