HEARTSTAMP BRANDING + IDENTITY

Branding + Identity
Brand Mascot
Product Design
Art Direction

The H.E.A.R.T. Framework:

HeartStamp was founded in 2025 by Keith Ruby with the core goal of disrupting the greeting card industry. Premium, physical greeting cards designed with AI-forward technology to prioritize hyper-personalization. A pretty big feat to say the least, but with a deeper dive on the idea behind the product, we were sold. HeartStamp had an early logo, but we abandoned that concept for something that felt more refined and leaned into the name. We joined the HS team pre-launch, and worked with them from 0 to 1, building a design system that could carry them to market and show the world they meant business and were here to stay.

The Logo:

We had a pretty tall order: create a logo so universally acceptable that it could hold its own next to the big names (Hallmark, American Greetings, Minted). We were also working with a creation platform that was AI-forward, so it was important to make something inviting but not dated. A logo that could be tech and not tech at all. With all that in mind, we went to work.

We knew from the start we wanted a heart, but weren’t sure how to incorporate it. What we landed on was something that could be foundationally dynamic, and do some pretty heavy lifting in both digital and physical realms. We had designed a wordmark we were happy with, then with some extra exploration, we found our “aha” moment when we placed a heart behind the mark itself. What came out was something a bit rare, where the icon was in the wordmark, and could simply be directly disconnected when needed. So in the end, all major versions of the core logo center point (the icon in this case) feature the icon front and center. Ta-da!

The Brand Palette

Simple, bold, and uncomplicated. We wanted the brand palette to be minimal so the greeting cards could do the real talking with endless colors and hyper-personalization.