On the cards to make your day!

Greetings readers from the wonderful Bradford workplace where I'm learning the intricate art of card creation!

Amid racks of cards for every occasion and those adding vibrant decoration to desks and wall partitions, I'm learning the art of a traditional skill.

Since its humble beginnings in the United States when a young Joyce Hall, a man born to a family with little finance but a lot of faith, boarded a train to Kansas City and began selling postcards mail order from the local YMCA, Hallmark has become a fast-growing global brand.

In J C Hall's days artists would have been at their easels - Salvador Dali and Sir Winston Churchill were some of the well-known card contributors assisting J C in his vision to introduce celebrated artists to those who wouldn't otherwise see them.

Considering Hallmark's UK operation produces approximately two billion cards per year and has almost 20,000 designs, movers forward in technology must always be welcome.

Refreshingly though, artists still have a hand in the design as I discovered looking through pencil-sketched drawings, created by artists in the company's Bath studio, of the huggable and loveable bear who, for more than two decades, has been the mascot for Hallmark's best-selling Forever Friends collection.

Born from the imagination and collaboration between British entrepreneur Andrew Brownsword and artist Deborah Jones who drew the cult greetings card cutey in her attic, the Forever Friends Bear is a symbolic gesture of special times in our lives whether received on a card or as a toy gift.

Expansion of the range under the guidance of Hallmark's licensing team has led to the bear appearing on other items such as clothing.

Judging by the giant-sized teddy occupying a seat in the company's creative department, I can see this character is very much at the hearts of the staff who work here too.

So I'm feeling pretty privileged they've allowed me to have a go at working on the range - with some expert guidance of course!

Rachel Goodman, Hallmark's creative manager, hails from an art background. After studying surface pattern design at university, Rachel worked freelance designing furnishings, bedding and curtains before coming into the greeting cards industry. She started working with Hallmark as a designer in the days when everything was done by hand.

Through promotion, Rachel is now overseeing the creative development of the Forever Friends brand and, with the 21st anniversary looming, there'll certainly be something to celebrate.

Staving off strong competition from a highly saturated cute' card market signifies the bear's everlasting appeal.

Rachel explains that in 2003 the cuddly character's image was softened. What hasn't changed is the bear's ability to say it all - whatever the occasion.

But how is the company coping with competition from e-cards? Hallmark offers an online personal card-creating facility for those wanting todo their own thing at home.

Tamsyn Johnston, Hallmark's communications manager, tells me that while conscious of the competition, the company's American founders are also forward thinking in developing their brands.

Rachel's creative team are constantly brainstorming new ideas. The recent collaboration with Granada TV to produce a range of Coronation Street birthday cards with greetings from past and present Street characters has proved a winner.

They knew it would be. Hallmark's extensive research ensures they know what makes their consumers pick up their cards. I don't know whether it's a female thing but the verse sells it to me. Blokes, I suspect, prefer a pretty picture.

Whatever the appeal, the traditional card is here to stay. "It has the mantlepiece factor," says Tamsyn "And you can hold on to it."

Having countless carrier bags stuffed full of cards from every occasion, (I'm a sentimentalist) I can relate to that. "It's also helping people to say something and I think that is why people like working here so much because it's a nice business to be in," adds Tamsyn.

With that in mind I'm shown to my desk where I get to see the Forever Friends character literally laid bare. The pencil sketches drawn by the artists in the Bath studio are sent to Hallmark's Heaton head office for approval.

Rachel explains after the sketch has been approved the bear then returns to Bath where he undergoes the artist's brush skills. The completed artwork comes back to Bradford where the design team cast a final glance over it. The next time it will be seen is on a greetings card.

The scene-setting is done by designers at a computer. My mentor for this part of the process is designer Jo Wiseman.

I'm keen to incorporate the T&A somewhere in the design so we discuss the newspaper idea. With a swift move of the mouse the bear is placed into a scene, relaxing with mobile phone on one side, a drink on the other and his favourite read sprawled out in front!

Now for the words. Ruth Turner, Hallmark's editorial manager, and her team always have plenty to say - it's their job!

English graduate Ruth went into banking before arriving at Hallmark six years ago in her quest for a creative career.

One of the notable changes, she says, is the consumer-driven requests for cards to say more and with greater emotion. "We have moved the voice on and now it's a bit more conversational," explains Ruth. "The consumer wants to evoke emotion but in a way they really relate to."

Cover asides such as just for you' and with love' express that bit more. "It's sweet and it makes it a bit cuter," says Ruth.

Sitting by her side at the keyboard we collaborate on the message. It's your birthday' suggests Ruth with the chosen aside Relax with the T&A!' She types the words into her Ed sheet and marks them for the cover.

Chatting over the inside message we decide on Take it easy and make the most of your special day.' With a click of a key on her computer keythe words are then sent through to Jo who incorporates them into the image.

The next stop for our card-in-the-making is the studio technicians, a wonderful department with drawers full of glitter and embellishments used to add the finishing touches to the more arty and detailed card designs.

Here our card is proofed and printed before being sent on its final destination - the company's printing press in Dawson Lane.

And what a fantastic journey it has been Spending time with the designers and editorial team gives you a greater appreciation of the work which goes into creating a card and, more importantly, the thought.

On this occasion I'll let Ruth have the last word - well it is her job!! "I wouldn't want to be anywhere else," she says.

• For more information visit www.hallmarkuk.com or call (01274) 252000.