WALGREENS - CASTRO: Innovate or Lose

PROBLEM:

  • A Walgreens store in San Francisco’s Castro neighborhood planned to drop Hallmark products to make room for more profitable items.

  • Hallmark’s greetings and gifts weren’t resonating with the LGBT community.

  • Supply chain and distribution challenges limited Hallmark’s ability to serve this specific market.

  • The launch timeline was compressed to one-third the usual time for execution.

SOLUTION:

  • Work with senior leadership to gain approval for adapting traditional methods in order to meet project goals.

  • Help assemble a diverse, cross-functional team — including researchers, LGBTQ+ community members, designers, supply chain specialists, and merchandisers — to co-create an innovative solution.

  • Collaborate with Hallmark’s and Walgreens’ Employee Resource Groups (HERE and AARCH) to ensure culturally informed and inclusive perspectives.

  • Support team members in challenging legacy systems and processes to deliver stronger outcomes within a compressed timeline.

  • Develop the brand positioning and creative strategy that align and guide the team’s work.

  • Consult with product and merchandising teams throughout development to assess, iterate, and refine the product assortment and in-store presentation.

  • Work cross-functionally to bring Hallmark’s first-ever LGBTQ+-focused boutique experience to life within a Walgreens retail space.

RESULT:

  • Launched a refreshed Hallmark department featuring over 50 LGBTQ+-inclusive cards, including the “Out and About” line with messages for same-sex weddings, parenting, and gender transitions.

  • Introduced more gender-neutral and pet-themed designs to align with local customer preferences and Walgreens’ product focus.

  • Elevated the in-store experience with boutique-style merchandising, Hallmark Signature cards, and inclusive visuals—like real LGBTQ+ couples and rainbow-colored displays.

  • Removed gendered signage to foster a more inclusive, welcoming shopping environment.

  • Helped plan and support a grand-opening event to drive local awareness and community engagement.

  • Generated positive buzz across social media and press, enhancing brand perception.

  • Contributed to a new internal model for creative collaboration and innovation.

  • Established a scalable retail concept for culturally specific communities beyond Castro.

  • To watch a video about this group effort, click here