I am a corporate communications freelancer working with a few creative professionals as my associates. We are primarily a group of creative writers, editors, and copywriters, supported by graphic designers. About a decade and a half ago, I proposed sending New Year greeting cards to our clients, associates, and journalists, with whom we interacted a lot. 

Putting together our first card

Associates came together to draft the copy and select a few photographs. Without graphic design support, we made some sample cards. It was a simple, efficient, yet beautiful process.

We purchased off-the-shelf envelopes, inkjet-friendly semi-gloss photo paper in postcard size, and pre-cut, five-by-seven-inch cardstock.

After all the printing was done, we glued the photograph on the cardstock at the designated space. We folded the cardstock in half to form a greeting card with a message inside. We each prepared our share of cards with personal messages for the recipients. We inserted the cards into the envelopes, printed with addresses. After attaching a postal stamp, our cards were ready to be dropped in postboxes.

Greetings cards: a challenge to our creativity

Year after year, we began planning for the cards. We brainstormed. We churned many ideas. Proposed new processes. Learned new skills—from printmaking, folding and glueing to using simple design software applications. Initially, we made the best use of our two printers—a pigment black and a dye-based colour. Soon, the cartridge-based colour printer gave way to an ink-tank printer (Epson L455, and now Canon Pixma G570), liberating us from the cost constraints, and we began experimenting with bold colours, photographs, graphics, and even drawings. 

Later, when a laser printer (Brother HL-B2000D) joined our SOHO printer fleet, we designed a greeting card with gold foils. We learned from YouTube how to print on a laser printer and later apply foil with the thermal lamination process. We made the optimum use of our laser printer and office laminator.

In 2023, we chose to celebrate woodblock printing. On the face of a card, we randomly chose motifs from a small collection of wood-block designs that we borrowed from a workshop that printed garments. We printed 50-60 greeting cards each in whatever colours and motifs we fancied, creating over 400 unique designs. After all our trusty old five-by-seven-inch cardstocks were adorned with these prints, we laid out and printed black text messages on each one of them. Folded them, and our cards were ready to be dispatched. Interestingly, we used scented ink pads to print our motifs, so each card also had a distinct aroma signature. The characteristic scent highlighted the rich heritage of woodblock printing, adding a layer of experience to our communications.

A showcase of our work and use of technologies

Over the years, we have also intelligently used various technologies to make our cards more meaningful, interactive, and engaging for our clients, associates, and well-wishers. 

For the 2024 cards, we used Generative AI and Canva to create stunningly beautiful visuals on the design front, prompted by our copy for the year. We made three designs capturing our theme, evoking three distinct moods. None of us could have created such beautiful works of art; we have no such skills. However, Generative AI made it possible for us. These cards highlighted the creative use of Generative AI for our clients, prompting a few of them to approach us to understand how we achieved the results and to learn more about the use of the technology in their creative workflows.

How do cards get us business?

We overwhelmingly received one strong feedback from our card recipients: it is a delightful experience to receive a printed, physical New Year card.

Greeting cards offer an invaluable experience that goes beyond just sending a message. They create a personal connection, often missing in today’s fast-paced digital world. The act of receiving a beautifully crafted card not only evokes joy but also conveys thoughtfulness and care from the sender. This emotional resonance makes greeting cards a powerful tool for maintaining relationships.

This experience makes our New Year greeting cards special to our recipients, keeping us at the top of their memories when they need corporate communications or creative communications support.

Interestingly, physical greeting cards often become cherished collectables for recipients. People enjoy keeping beautiful cards as mementoes, displaying them on their shelves or walls, or even using them as home decor. Over time, these cards can evoke fond memories of the sender and shared moments. This collectable aspect adds an extra layer of value, turning a simple card into a lasting keepsake that recipients treasure.

Our cost-efficient yet creative greeting cards have landed us at least one client each year, from a long-term client like BMPA, with whom we continue to work even after a 10-year engagement, to Home of Homeo, which has received remarkable Woman’s Day greeting cards from us for their patients.

Inspiration behind the exercise

It all started with my fascination with photography towards the end of the twentieth century. Soon, I fell in love with the magic of print-making and printing my works. Early in my photography journey, I began exploring product development with my photographs during my high school and junior college days. I carefully selected photographs to match them with popular greeting card messages — birthdays, anniversaries and festivals like Diwali and Christmas. I printed these on an appropriately sized, folded, thicker card paper from a local photocopy shop. I glued my postcard-size photographs on these pre-printed cards to make finished greeting cards. I not only sent them to family and friends but also sold them to my friends, family, neighbours, and in a few local brick-and-mortar stationery and greeting card shops.

In conclusion, greeting cards are more than just a piece of paper; they encapsulate emotions, memories, and connections, making them a powerful medium for personal and corporate communications.