Society has transformed, several times over, since the brothers William, Joyce, and Rollie Hall rebranded their successful postcard and wrapping paper business as Hallmark in the 1920s. Now, building on its Main Street ubiquity, Hallmark gathers “employee resource groups” to try to ensure the cards being created are inclusive and accurately reflect the zeitgeist. While some traditional card brands pool their internal resources to stay on top of cultural trends, Minted, a San Francisco-based brand founded 12 years ago, lets consumers be its business guides. Each of its card creations is sourced from an international roster of independent artists and designers, whose work is then voted on by the public. Designers who win the challenge receive a cash prize, a platform for their work and a commission from every sale.

Source: New York Times December 14, 2019 19:30 UTC