During my time in the Mass Visual Merchandising (VM) department at Hallmark, I had the opportunity to develop an identity for the department itself. VM meshes the 3D and the 2D by creating signage for 3D displays that merchandise cards and gift product. I wanted to use that motif in the graphics—the 2D + 3D merged into one—with different 2D icons that can also be interpreted in 3D. Then, working with the editor, we came up with phrases and words that could encapsulate all that VM does. I also took some photography from past VM work and abstracted it by cropping in closely to the subject. We intended for these boards to not only welcome people into the space, but to also educate them about the department. These concepts did not end up being used, however, I still liked the explorations I made.