Keeping it classy while not depleted of soul.
've been working on an array of greeting cards the last few weeks. The biggest challenge to me has been trying to appeal to the audience (largely boring middle-aged white males) without sacrificing the soul. One consideration from my Creative Director was to keep these from looking too modern, and keep the copy conservative. And that if we go vintage, it shouldn't be Zooey Deschanel vintage, it should be classic / contemporary. Think of these as something your congressman might send. Simple is good.