Instead of a client brief, this idea started with an article about a boy receiving a box full of letters from his father who had passed away at an early age. Moved by his story and the realisation of how much it can mean to someone to receive such a legacy, we were motivated to inspire others to do the same. We found the perfect partner in our client, Hallmark. The mission of the number one greeting card brand is to create a more emotionally connected world by making a genuine difference in every life, helping others to express their emotions. As we were introducing a totally new service, we launched Hallmark Postuum as a pilot to discover its potential.

In the creative execution of Postuum, our aim was to find the best and most respectful way of helping people write letters for after they are gone. We considered designing Postuum as a digital service, but felt that this weakened the personal character. Moreover it raised practical limitations with respect to managing, saving and activating such a system. Inspired by the idea of a shoebox with letters, treasures and personal memories, we decided to introduce Postuum as a physical box, containing blank letters, seals, envelopes and inspiration. Together with Hallmark's designers, we developed a high-quality, yet modest design that gives the letters extra value and allows as much room as possible for people to personalise their legacy of love. Because writing doesn’t come easily to everyone, we developed a booklet with inspiration, examples and helpful tips.