The Louie Awards are the Oscars of the greeting card world—except instead of red carpets, you get envelopes with really nice embossing. Hosted annually by the Greeting Card Association (GCA), the awards recognize the best in greeting card design, writing, and innovation. Winning a Louie isn’t just an honor; it’s a sign that your work stands out in a sea of stationery.

For the 35th annual Louie Awards, the goal was clear: push the boundaries while honoring the event’s rich legacy. Under the leadership of Alyson O’Connor, Louie Committee Chair, we set out to attract more submissions, introduce new categories, and make the competition more inclusive than ever before.

Creating a Fresh Look for a Legacy Event

Every year, the Louie Awards get a refreshed design system that defines everything from marketing materials to event visuals. This year, I had the privilege of leading the branding and creative direction, working alongside a team of designers on the Louie Committee. Our goal was to capture the prestige of the Louies while making a bold visual statement that excites the next generation of greeting card makers.

To do this, we took inspiration from the GCA’s heritage, incorporating signature elements like:

The GCA Star – A nod to the association’s logo and its longstanding commitment to excellence.
Mail-Inspired Motifs – Think the wavy lines of a postage stamp cancellation, reimagined as playful design elements.
A Tribute to 35 Years – The number "35" became a core part of the design, enlarged and abstracted into a dynamic pattern.

The result? A system that feels bold and modern—a reflection of where the industry is headed.

Pushing the Envelope (Literally)

One of the most exciting aspects of the branding was the introduction of abstract patterns inspired by the act of mailing a letter. These playful shapes nod to both the art of correspondence and the creative risks that define the best greeting card designs. The vibrant color palette and modular grid system made the visuals adaptable across print, digital, and event signage—ensuring a cohesive yet dynamic identity.

Design That Honors Tradition While Looking Forward

Balancing legacy and innovation was at the heart of this year’s branding. The Louie Awards have long been a symbol of creativity in the stationery world, and our goal was to craft a look that honored that legacy while signaling something fresh. By incorporating elements that celebrate the history of greeting card design while embracing modern aesthetics, we built a design system that feels timeless yet forward-thinking—just like a truly great greeting card.