Taylor Swift x Papyrus:
Creative & Art Direction
On the heels of her 1989 release and tour, the Papyrus creative team was asked to pitch collections and concepts to Swift’s management.
Kari partnered with Papyrus VP of Creative Diana Ruhl to develop 10+ trend stories centered around themes, voice, materials and artist hand.
After many album listens, late nights, a successful pitch in Nashville and a few months of development and execution, the collection landed first-to-floor at Target stores nationwide in June of 2016.
All product photos courtesy of PRGCO, LLC.
Project Taylor Swift x Papyrus
Creative & Art Direction Kari Anne Sullivan, Diana Ruhl, Vicky Chan
Editorial Lead Peter Stein
Art Production & Illustration Kristin Lew, Michelle Manion, Patty Hill
PRESS
Taylor Swift Has a Secret Line of Greeting Cards That Is SO Taylor Swift, Glamour, June 14, 2016
Taylor Swift Has a New, Very Taylor Swift Side Gig, Elle, June 10, 2016
Taylor Swift Got A Job Designing Greeting Cards, Cosmo UK, June 10, 2016
Taylor Swift Collection · Editorial Approach
The Taylor Swift collection was, as you might expect, all about the words. The challenge lay in capturing Swift’s distinct (and instantly recognizable) voice, along with the vibe of her 1989 era, without parroting her language and lyrics. This required a deep dive into her discography, interviews and social media to ensure the tone felt true to her unique and impactful style.
