The US-based InStitches team of designers hired me to write the front cover and inside messages for 16 new greeting card concepts across a range of holidays and occasions, all targeted at four key buyer demographics across the USA - whew!

With a focus on catchy, humourous, pun-filled messaging filled with references to pop culture that expresses sentiments in witty and funny ways, the biggest task was ensuring that each card’s cover copy matched the brief while speaking the language of the target generation to generate buyer interest, without sacrificing the intention, emotion or meaning behind the gift.

It was a matter of striking the right balance between talking to the card buyer and the gift recipient; navigating American culture while injecting a dash of cheeky Aussie wit; and always straddling the line between ‘Not funny enough’ and ‘Ah shit, too far!’

The end result was 16 new card + sock combos that (hilariously) celebrate all the holidays in the year, from Valentine’s Day to Christmas - and all of life’s big moments in between.