Penultimate Moments Launches Sustainable Greeting Cards Line and Expands Presence.
Penultimate Moments creates sustainable greeting cards and stationery that inspire self-reflection and journaling. The brand sought to create a strong visual identity, an initial product line, and a digital space for deeper engagement.
Branding / Web Design / Product Design / Marketing
• Designed brand guidelines, including logos, color palettes, typography, and assets.
• Collaborated with writer and poet Dannie Ruth on original artwork for five stationery and card products.
• Developed an e-commerce platform for Penultimate Moments.
• Expanded online experience to include a journal, bookstore, and additional content.
Penultimate Moments began as a passion project for writer and poet Dannie Ruth, who envisioned greeting cards as more than just a fleeting exchange. She wanted to create designs that would be displayed, revisited, and cherished long after they were received. Sustainability was a priority, with all cards printed on recycled materials using eco-friendly inks and packaged with recycled and biodegradable supplies.
For the launch, we worked closely with Dannie to design a collection of four greeting cards for key occasions—Thank You, Congratulations, Happy Birthday, and an Empathy card. Each design was carefully crafted with uplifting language, self-affirming passages, and space for personal reflections, encouraging recipients to write beyond the card itself.
Following the product development, we designed the Penultimate Moments website, ensuring its visual identity remained cohesive with printed materials. Beyond e-commerce, we built sections for a bookstore and a personal journal, giving Dannie a platform to further connect with supporters through poetry, writing prompts, and reflective content.
To extend the brand’s reach, we also created social media content that introduced Penultimate Moments and encouraged engagement with its themes of self reflection and journaling.
Since launch, I’ve continued as creative director, maintaining the website and adding features such as a press section and a wholesale ordering system.
