Erica Keith's Uplifted Designs Fuel Hallmark's Success

The Cards in The Racks aren't typical greeting cards. They stand out with their bright, bold colors and combinations of geometric shapes, delicate stars and concentric circles. Each card carries a personal, emotional, well-phrased message of love or encouragement, birthday greeting or simply: "Thank You."

The Mahogany card series from Hallmark is the largest offering of greeting cards designed for African-Americans, with more than 800 different cards bearing inspirational messages for nearly every occasion. The co-creator and designer of the 52 styles of Mahogany Uplifted! cards, designed for African-American women, is Erica Hall Keith, a Community College of Philadelphia graduate and a five-year Hallmark veteran, who lives in Kansas City, Mo., home of the nation’s largest card company.

Keith, a native of Philadelphia, was recently promoted on the strength of the line of cards she created with Dierdra Zollar in 2005. The Uplifted! card line went on sale in the summer of 2006 and quickly became a success for Hallmark, which ordered more cards and offered them for sale around the country. As Hallmark says on their Web site, "The cards reflect the sense of community shared by African-Americans and capture the essence of celebration and encouragement that are so prevalent in the culture."

she credits the college with helping her, "Become more business-minded"

Designing was a natural career move for Keith, who has been interested in drawing and painting since she was a student growing up with her parents and five sisters in Philadelphia. Ironically, it was her initial rejection from Temple University’s Tyler School of Art that led her to a career in art and design. She enrolled at Community College of Philadelphia and quickly found her love for drawing, painting, pottery and design. She was encouraged by faculty who "were some of the best teachers I’ve ever had," she recalled. She credits the College with helping her “become more business-minded” and helping her organize her portfolio and hone her presentation skills. Bill Woods, retired associate professor of Graphic Design at the College, was a particular inspiration to her.

College with helping her “become more business-minded” and helping her organize her portfolio and hone her presentation skills. Bill Woods, retired associate professor of Graphic Design at the College, was a particular inspiration to her.

After graduating from the College, she was admitted to Tyler, where she spent three years in the Graphic Design program. Upon graduation, she was one of four Tyler students selected to travel to Kansas City for an interview at Hallmark. Keith was one of two students hired.

The Uplifted! line came to life when the directors asked Zollar and Keith for a new card that would be issued in the summer months. Keith felt her African-inspired designs complemented Zollar’s words, and the company agreed. In September 2006, Keith was promoted to art director of Hallmark’s
Business Expressions division, which creates personalized cards for employers to send to employees and customers. Married in 2005, she and her husband enjoy life in the Midwest but try to visit Philadelphia whenever they can. “It was definitely a big transition moving to Kansas City, but Hallmark is a great company to work for, and I’m glad to be here,” Keith said.