Gibson Greetings is a greeting card company that began in the late 1800s as a printing company. It became the third largest greeting card company in the United States, but Gibson lost business in the 1990s with the rise of online communication. Taking the Gibson Greetings core essence, which was to cherish and celebrate the personal connections people treasure most, I transformed the brand from a greeting card company to a personal connection company. Deliverables included a book series, cafe, and home store.