When you’re a Hallmark artist, you get to participate in all sorts of workshops — from writing workshops to craft sessions. Today we hear from Jessica B., Associate Art Director in the Visual Studios, about Hallmark’s never ending need for fresh floral artwork.
It’s probably not surprising to hear that we seem to have an endless demand for fresh floral artwork at Hallmark. It sometimes feels like we have a 300-pound bee roaming the halls in search of more, more, and more! We use flowers on so many products and for so many occasions, from birthday to bereavement, so you can understand why we’re always looking for the freshest floral solutions. To replenish our well, we decided to rally our creative forces and devote some serious energy to the floral making cause.
Preparations for the floral workshop began with conversations between art directors from around the company to understand the overarching needs for their planning teams. Next, we assembled a team of artists, photographers, and designers to dedicate a synchronized, magical few weeks, towards creating fresh and new interpretations of floral artwork. Part of the process included having a few days when artists were surrounded by real-life bouquets to inspire them.
Photo Stylist Betsy G. ordered and organized fresh flowers and gathered containers to use for arrangements. The dates were set and the flowers arrived. Betsy trimmed and grouped the fragrant bounty into bouquets ranging from classic to casual.
When the artists arrived, they were enveloped in fresh fragrances, beautiful colors, shapes, and patterns and were inspired to create floral magic. Each artist approached the workshop differently. Some artists worked with Betsy to create the perfect arrangement to paint from while others worked from single blooms. Some of the participants chose to work independently, taking their blooms home for further study.
The artists’ wonderful ranges of styles were reflected in the work they created throughout the workshop. A variety of mediums were used, including watercolor, gauche, oils, ink, and pencil.
Some artists chose to work more realistically while others worked on modern and conceptual interpretations. The time allotted for the workshop allowed for a range of expression, from creating fresh takes on traditional solutions to providing an opportunity to recharge and play by trying some completely new techniques.
One artist, Ai C., experimented by making prints with the leaves and blooms and then assembling them digitally to create some very compelling imagery. It was a lovely and unexpected outcome of the workshop.
In the end, this focused floral energy was definitely time well spent. The workshop yielded some amazing results for our internal partners, our product teams, and eventually for the customers who love our products. All in all, we came away with an abundance of new floral pieces to use on future products. As for that 300-pound bee humming its way through the halls of Hallmark in search of fresh new florals? He seems happy and well fed… at least for a little while. 🙂
We’d love to see what you are currently painting. Tag us on Instagram (@think.make.share).
Photographer: Patrick Bush | Stylist: Betsy Gantt