This was a live brief set by UK Greetings as part of the YCN Student Challenge, a real commercial brief responded to under competition conditions. The ask was to develop a new greetings card range alongside a complementary stationery set.
I targeted a young adult audience with a growing interest in plant culture and modern aesthetics, a deliberate choice that tapped into a cultural moment that was gaining significant mainstream traction, giving the range a clear identity and a defined space in the market.
As an extension of the range I developed an interactive card concept built around a single moment, the first time you switch on the lights in a new home. A pull tab triggers a light behind a minimal lamp illustration, bringing the card to life in the reader's hands.
The restraint of the design is intentional. A bare, minimal layout echoes the feeling of an empty new space, and the act of pulling the tab becomes a small, tactile celebration of new beginnings.
