Hallmark runs on creativity. We dream, think, draw, write and invent. Our founder, J.C. Hall, always understood that power and used it as a driver for brand, quality and connection.
With a background in branding and marketing, Creative Director Daryl Person inspires her staff of designers and writers to bring that same originality and authenticity into our work world.
I get the unique opportunity to help businesses relate to their employees and customers.
What business accomplishment are you most proud of?
After working with so many major brands during my career, I decided to step out and form my own agency. A lot of work, but I’ve got an entrepreneurial spirit that compels me to seek something new and better. From that experience, I not only learned self-reliance and the value of decision-making, I developed a richer appreciation of what it takes to run a business and how to problem-solve for clients.
What was the best advice you ever got about business?
Push yourself into areas that make you uncomfortable.
Being a leader doesn’t mean you have to put on a façade of infallibility. Admit what you need to learn, then go learn it. It makes you more approachable as a person and unlocks real trust among your colleagues and collaborators. I think that’s what drew me to Hallmark—especially to this B2B business—we’re genuine in our communications and actions.
Why are you passionate about your job at Hallmark?
We spend most of our lives in a business context, not only on the job but dealing with companies and retailers as consumers. I get the unique opportunity to help businesses relate to their employees and customers. I love that our workplace attitudes have become much more encouraging, open and honest. People can be themselves all day long, not just before and after work.
What inspires you?
Every brand has its story. So not only am I reading about them in Adweek, I’m in the stores and online considering the experience not only as their consumer but as a marketer. The memorable, profitable retailers leverage their creative to differentiate themselves, not just once but time after time, season after season, year after year.
What do you think is the biggest challenge for businesses today?
Using communication in authentic ways. We’ve got more access to our customers and employees, but the devices don’t always allow us to relate in a genuine way.
Go through your mailbox and inbox. What stands out? The ones that really grab my attention are the ones that show they know me or spark my imagination. Because my background is in marketing, I appreciate those techniques.
What do you do to keep the creative juice flowing?
When I lived in L.A., I became a big fan of street art and its ability to use a public space to bring you into an intimate moment. So much of fine art is inaccessible, secured, kept behind glass. Muraled across a wall for every passerby to see, a painting becomes a conversation, an interaction. It encourages discussion, makes you think. In cities around the world, there’s a reverence for the form, the time and skill it took for the artist to create beauty and then let it go.