Steve King is a creative strategist who helps brands develop compelling brand stories and voices. As co-founder of 5 Points, he led workshops where shoppers could craft personal statements and helped translate Hallmark's brand for a new generation. He conceived and wrote a zine that won awards and became a bestselling product, establishing 5 Points' unique "Casual Mythic" voice. King also partners with artists to develop original character stories and collections that engage audiences.

1. BRAND STORIES EDITORIAL VOICE CHARACTER DEVELOPMENT
STEVE ADAM KING
lEADING BRANDS TO NEW PLACES
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
with uncommon words & Ideas

2. STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
I’m a creative team leader who helps you get to what’s vivid and true.
As co-founder of 5 POINTS (a lifestyle brand reinventing Hallmark Inc. for a new generation),
I led workshops where shoppers could craft their own personal statements ... or "Word Selfies."
My favorite comment from a participant:
“You’ve unlocked something in me I didn’t know was there.”
Getting to that amazing place drives everything I do ...
A strategist who crashes myth with marketplace. An author of trend-forward editorial,
inspiring purchases by inspiring people. A character developer who finds the right personalities
to express the truth of a brand.

3. INNOVATION LEADER
5 POINTs - A CREATIVE UNION
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
2013 to 2016:
Co-founder of a lifestyle brand (designer goods and maker experiences) that reinterprets Hallmark
for a new generation by inspiring men and women 18-34+ to tap into and share their creativity.
Crashed Hallmark’s brand foundation with trend-forward experiential retail and the maker movement
at successful pop-up events and temporary stores in Kansas City, San Francisco, and Los Angeles.
Earned high traffic, passionate shopper feedback, and sales ABOVE industry averages for specialty stores.
(ALL revenue was incremental for Hallmark since this shopper didn’t come into Hallmark stores!)

4. BRAND STORY
translateD hallmark for a new generation
MAKER
ACTIVITIES
creative
SELF
EXPRESSION
genuine
COMMUNAL
SPACES
emotionally relevant
CREATIVE
LIFESTYLE
life affirming
MEMORY
KEEPING
the very best
Goal: Update Hallmark’s resonant brand foundation for a new generation of consumers.
I proposed five simple and powerful words - MAKE, SAY, SHARE, LIVE and KEEP - to put a current spin on
Hallmark’s five brand attributes: Creative, Genuine, Emotionally Relevant, Life-Affirming and The Very Best.
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:
These five points guided the creation of all products and experiences, keeping us on brand.

5. 5 POINTs ZINE WINNER: NATIONAL GOLD “ADDY” AWARD
Goal: Tell the 5 Points story in a unique, highly engaging and keepsakable way
that would inspire an “inner circle” of passionate fans to become brand champions.
I conceived, championed , and wrote for a 52-page publication that goes deep into the essence
of each of our points through original creative content and introduces new characters and collections.
5 Points Zine won a 2015 National Gold Addy Award and became a bestselling product in our stores.
Also served as the perfect promotional tool to give to potential business partners.
BRAND STORY
Co-creator: Johnny Dawbarn I Art Director: John Dunne
Editorial Director: Tommy Donoho I Editor/Lead Writer: Brian Huther
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:

6. 1
created trend-forward editorial establishing 5 Points' "Casual Mythic" voice
Pictured here: Words by S.A.King I Visual design: John Dawbarn & John Dunne
EDITORIAL VOICE
MAKE
what hasn’t
been yet
say sharE live keep
something
vivid and true
parts of the
same dream
like the truth
is on us
this future
memory
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:
I wrote defining copy and enlisted some amazing word talents to create our brand voice.
Goal: Give 5 POINTS a timeless vibe reminiscent of Nike, Levi’s and Apple:
Avoiding the extremes of snarky and lofty, but speaking powerfully to people just starting out in life.

7. EXAMPLES OF MY WRITING ON TOP-SELLING APPAREL AND HOME ACCESSORIES
Sold in pop-up shops and events in Kansas City, San Francisco, and Los Angeles as well as online.
My words appeared on a wide range of limited edition designer goods, including apparel,
home furnishings, poster prints, creative tools and more.
EDITORIAL VOICE
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:

8. SHOPPERS HAVE A STRONG PERSONAL RESPONSE TO MY WORDS
I’ve been gratified to see my editorial repeatedly instagrammed and tweeted by shoppers who
responded personally to the messages on the products they purchased ... often using my words
as a springboard for their own creative dialogues.
EDITORIAL VOICE
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:

9. popular “wordshops” help FANs take creative liberties
I originated and led creative workshops where shoppers learned to craft their own personal mantras
or “wordselfies.” Guided by my techniques, participants built on the words of others ... sharing in the
creative process in a fun and accessible way. (Afterwards, they could also purchase a lasered wood
wall hanging of their words.) Favorite participant quote:
EDITORIAL VOICE
“You’ve unlocked something IN me I didn’t know WAS THERE!”
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:

10. PARTNERED WITH ARTISTS TO BRING ORIGINAL CHARACTER STORIES TO LIFE
Goal: Build product collections around emerging artists with distinctive visions and voices.
(Products based on the story - not the other way around!) I led story development, concept & product editorial,
signage, digital content, and social media to engage our audience with unique new character stories.
Wanderlust Sloth: the only sloth who comes down from his branch to chase something amazing in the distance.
(creators: Samantha Lewis & Brian Huther)
Pineapple Bandits: dreamlike fruit who bring us “the gems” of moments we lock away. (creator: Allie Rotenberg)
Map of sloth’s journey—my concept & editorial Coasters—my editorial
CHARACTER DEVELOPMENT
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:

11. previously at hallmark
Co-led creation of character-based product collections
that took Hallmark humor beyond cards and strengthened
relationships through shared laughter.
CREATIVE STRATEGIST: HUMOR PLATFORM
Led reinvention of Hallmark’s premiere humor line
through new partnerships (The Simpsons, Chris Rock),
sound cards, expansion of hoops&yoyo and more. Won
widespread media exposure and trounced competitors.
CREATIVE DIRECTOR: SHOEBOX CARDS
Wrote product so successful it still sells well in cards
and gifts today. Led writers to evolve their styles.
Led initiative to create a proprietary method of
creative analysis that is still in use today.
WRITER/WRITING MANAGER
STEVE A. KING SteveAdamKing@gmail.com 913.626.9172 Linkedin.com/in/steveaking
What I did:

12. STEVE A. KING
SteveAdamKing@gmail.com 913.626.9172
Linkedin.com/in/steveaking
Follow me on instagram @ sak_words
nOW, LET’S TOGETHER