2024 Artist Insights: Vintage Greetings

In with the old
Keepsake Artist Matt Johnson and Hallmark Archivist Samantha Bradbeer Stephens give historic art a new life in the Vintage Greetings series.

“If there’s one thing our founder J.C. Hall believed in, it was the importance of creativity. That’s why, in the 1950s, he began creating a historical collection of artwork to help inspire artists and writers. That collection grew and grew, and today the Hallmark Archives is home to over 500,000 pieces, some dating all the way back to the 17th Century.

Just like J.C. intended, Hallmarkers still search the archives for inspiration. But they’re also able to reimagine art in entirely new ways, thanks to partnership with our resident archivist and historian, Samantha Bradbeer Stephens.

“I’ve had the privilege of working with dozens of artists over the past 13 years to create a wide range of vintage-inspired products,” says Samantha. “I love sharing Hallmark’s long, rich heritage and passion for connection, creativity and craftsmanship.”

For the first ornament in the new, club-exclusive Vintage Greetings series, Matt Johnson began by looking through hundreds of vintage cards stored in the archives.

Santa card by Vivian Smith

“I found a beautiful Santa card by an artist named Vivian Smith, who worked at Hallmark from 1924–1970, and that became our starting point,” Matt says.

According to Samantha, Vivian began her Hallmark career as a colorist, meaning she added color to others’ artwork, rather than creating her own. But soon after starting, she won a contest to become Hallmark’s very first artist trainee.

“From cute children and lighthearted animals to stylish couples and jolly Santa Clauses, Vivian could do it all,” Samantha says. “She also holds the distinction of being the first Hallmark artist allowed to add a signature to her work.”

Vintage Greetings
1st in the series.

Matt was honored to give Vivian’s artwork new life and share her legacy with the next generation of fans, but he also knew how important it was to get every detail just right when transforming the design from 2D to 3D. But just like Santa himself, Matt delivered!

“Matt is a wonder at both modernizing and transforming vintage designs, while honoring the original artist’s intention,” Samantha says. “His process makes these designs truly timeless.”