Despite the digital and instant age we are living in, often, our first port of call to connect with those we care about is still to gift a card. Why? It’s because cards signify thoughtfulness and care; the real commodities of our era. Cards have the ability to convey every human emotion from immense joy and pride, to excitement, disappointment and the sadness of grief. Taking the time to select a card, putting pen to paper is a long appreciated tradition that shows no end of abating despite the digitalisation of just about everything. All Shades was created in 2022 to enhance the offering by widening the availability of imagery to suit a more diverse audience than is currently available in the mainstream space. We aim to change that..
All Shades was inspired after a lifetime of experiences visiting card shops and supermarkets and rarely finding any relatable imagery other than inanimate objects when buying cards for black or any other ethnically diverse family and friends. Regardless of the occasion, options were typically limited due to a lack of relevance. Everyone likes to see themselves reflected in some way, whether it is on TV, in magazines or on the front of a greetings card so we decided to create and develop a range of cards doing just that.
