Let’s Birthday! 2025 Campaign
American Greetings
Graphic Design Intern
2024
As AG and Papyrus shifted focus from greeting cards to party products, our team led the marketing efforts across all brand initiatives. I contributed by designing email campaigns, creating digital marketing assets, and supporting the 2025 Birthday Campaign.
Logo System
I was tasked with developing a highly versatile logo system that could flex across multiple product lines. The challenge was to create a single, cohesive mark that could adapt to three distinct audiences—female friend birthdays, kids’ birthdays, and milestone birthdays—each requiring its own independent color palette. The result was a multifunctional design solution that balanced brand consistency with audience-specific appeal.
Hands-On Design Concept
In the design, I focused on hands interacting with the logo to represent the diversity of people who celebrate—and to invite viewers to imagine themselves in the moment. This visual approach reinforces the campaign’s core message, “Grab. Go. Celebrate.”—capturing the spontaneity and ease of party prep, where all you see are hands reaching for joy.
Logo in use motion design example. Created by Alexander Purdy
Social Media Management
I collaborated on the strategic development and execution of social media content across Instagram, Facebook, Twitter, and Pinterest. By leveraging each brand’s unique identity, I helped drive engagement, strengthen brand consistency, and support broader marketing objectives through cohesive, data-informed content strategies.
Formatted and designed instagram stories with brief and established brand assets.I designed instagram stories based on new studio photoshoot that I also assisted in.Worked with team for Game of Thrones collab by developing posts with new specialized brand system
Email Marketing
I consistently executed email marketing campaigns based on detailed creative briefs. Using Adobe Illustrator, I developed organized, production-ready files that were handed off for coding and deployment. I collaborated closely with the marketing team, incorporating feedback and implementing last-minute revisions.
Open for Work: efccini@gmail.com ©Lee Maraccini 2024