Posterity Paper
meet the 2020 winner
Tiffany Grimes founded Posterity Paper in honor of her late grandmother, who always had a card for every sentiment and any occasion. During our grant discovery process, we saw how much Tiffany had already poured into her business, and just how much potential there was for her to grow!
Her cards bring in a touch of nostalgia and humor, with modern designs and colors that stand out from your standard “stock” (yes, pun intended). From a design perspective alone, we knew that the potential for her brand would be so fun to explore and play with.
What we accomplished together
BUILDING HER OWN SHOP
We also worked on new branding for Posterity Paper, giving Tiffany a more consistent presence across her digital platforms. This will help her attract more retail partners, and elevate the customer experience when they shop! Today, Posterity’s branding evokes feelings of endearment, joy, and modernity — which helps it stand out from other greeting card brands that are more reminiscent of a Hallmark era.
Elements of note include her new logo, and a custom font made using Tiffany's own handwriting!
Working closely with Nicole Boucher and Yasmine Kashefi of Pixie Dust & Profits, Tiffany has also been digging into her business operations, goals, and strategic projects. When we interviewed Tiffany during the application phase, her biggest goal was to explore other retail partnerships and to strengthen the ones that she already held. Her work inside Nicole and Yasmine’s business strategy membership will allow her to do just that. Plus, as a homeschooling mom of three, we wanted to ensure Tiffany has a strategy that is manageable with her other roles!
CONTENT + GRAPHICS
PRODUCT IMAGES AND STANDARDS
A successful grant launch is now in the books!
By sharing our skills with Tiffany, we were able to help her bring new branding, a new website, and her own online shop so she could build her own brand and cater to customers outside of platforms like Etsy and Faire. This will help her scale to more wholesale and retail opportunities, as well as let Tiffany keep more of her money after removing other platforms’ fees.
We set her up on Shopify and Shipstation, which makes processing and shipping orders SO easy and will save her a ton of time on the order fulfillment side.
BRANDING AND DESIGN
STRENGTHENING HER STRATEGY
In line with the new branding, Posterity Paper’s packaging got an upgrade! Tiffany has new belly bands, tissue paper for wholesale orders, stickers for mailers, as well as thank you notes and sticker sets as order bonuses! Our hope is that this really elevates the delivery process, and extends the endearing, joyful brand that Tiffany wanted.
SPIFFING UP PACKAGING
As part of the rollout for the new Posterity Paper, we also worked with Tiffany to give her a 6-month content plan and graphic templates to help her announce on social media. Along with launch content (including emails and social captions), Tiffany received graphic and newsletter templates that make it easy for her to whip up testimonials, share new cards or products, or display sales.
Given that Posterity Paper is a product-based business, we knew that photography was crucial. We worked with Ashley Nicole on the branding shoot with Tiffany herself, and Christina Jones on the product photography, providing art direction and shot lists. We now have an entire library of product images and have updated all the products in her shop with high-quality, on-brand photos.
Tiffany also has a process for masking photos to update graphics, and standards to help her edit other photos to match her new library in the future.
As a grant team, we’ve learned so much about the nomination and selection process, as well as the work involved in supporting the winner to our fullest potential. We are definitely going to be hosting another grant in the future, once our debrief is over and Tiffany has the support she needs.
After launch, she will receive a year’s worth of shop expenses paid. After that, our hope is that Posterity Paper has grown to new heights, and Tiffany can use the branding, content, strategy, and tech we’ve supported her with to meet that growth!
All of the grant work and materials were donated by Nicole Yang and the Design Lab, Latasha Doyle of Uncanny Content, Nicole Boucher and Yasmine of Pixie Dust and Profits, and Myrna Daramy. In total, the project value is nearly $20,000, including the cost of photography, site upgrades, packaging, and more (which were paid through the grant program’s funds).
Thanks to everyone who shared the grant nominations, who nominated a friend or loved one, and who applied. We also want to thank the grant team and all the amazing women who worked with us to bring this project to life. Most of all, though, we want to thank Tiffany for having such a wonderful mission for her business, and for working with us to make this project the success that it was. We can’t wait to see what this next chapter of Posterity Paper brings!
