neurodiversity
While working at Hallmark Cards, I identified the need to reach our neurodivergent consumers and their support systems in a more authentic way. I led a team of creatives in developing social media, card, and gift concepts that would address the needs of these consumers. I then led the development of an official neurodiversity strategy
that was implemented across the greetings organization.
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I also created a documentary to educate my coworkers about living with neurodiversity, in the hope that it would inspire and influence product.
Hallmark Concepts
Our concepts were each developed with different consumer needs in mind. Some of the people and topics we addressed include: school paras, parents of neurodivergent kids, friends who are both neurodivergent and share inside jokes, romantic partnerships where one person is neurodivergent and one is neurotypical, and cards that acknowledge various aspects of being neurodivergent.
Sometimes, being neurodivergent comes with a lot of big ideas and big feelings.
I wrote this card for adults and older kids who live with the intensity dialed up...
because even though feeling deeply can make some things more difficult, it’s also a beautiful trait that allows us to empathize, care, and create in ways that can really make a difference.
When writing cards for neurodivergent people and their support systems,
I wanted to use language that’s common in the ND community.
Weighted blankets are something that a ton of neurotypical people also enjoy, so this card turned out to be a sweet compliment that anyone can send!
Opposites attract! And when one of you is neurodivergent and the other
is neurotypical, your relationship can be full of a million little moments where you balance each other out.
Part of the neurodiversity initiative I started for Hallmark included cards for couples where one or both people are neurodivergent!
