The Minority Womxn’s Business Grant in Action

Since we named our first-ever recipient of the Minority Womxn’s Business Grant in late 2020, the Design Lab and grant participants have been hard at work! As we announced on Instagram, our winner is none other than Posterity Paper, run by Tiffany Grimes.

Meet Posterity Paper

Tiffany founded Posterity Paper in honor of her late grandmother, who always had a card for every sentiment and any occasion. During our grant discovery process, we saw how much Tiffany had already poured into her business, and just how much potential there was for her to grow!

Her cards bring in a touch of nostalgia and humor, with modern designs and colors that stand out from your standard “stock” (yes, pun intended). From a design perspective alone, we knew that the potential for her brand would be so fun to explore and play with.

Over the last three months, we’ve been lucky enough to get to know Tiffany even more, and to start exploring how our individual talents can support the growth of her business.

What we’ve been working on behind-the-scenes

The grant team — comprised of Nicole Yang, Latasha Doyle, Myrna Daramy, Nicole Boucher, and Yasmine Spencer — dug into the nitty-gritty details of Tiffany’s business before the end of the year. We:

• Established a better understanding of Tiffany’s plans for collections and partnerships
• Used the Design Lab brand discovery process to help hone in on what Tiffany’s vision for the brand is — and where it could go
• Assessed the assets that would be needed, including product photography, a new website platform, and even a new fulfillment service
• Worked through her current website and copy to identify how Posterity Paper could put its “best face forward” on multiple platforms
• Audited her business process, and helped identify opportunities for changes in shipping, fulfillment, and customer service

Of course, here at the Design Lab, you know our focus is on the juiciest bits: the branding and creative guidelines!

Watching a new Posterity Paper come to life

As of the end of February 2021, Nicole has worked alongside Tiffany to:

Pull photo inspiration for our new creative direction

Create a shot list for photographers

Develop major elements of the style guide and select logo options

Create a custom font using Tiffany’s personal lettering style

Design and approve the shop’s homepage design!

Throughout the rest of March, we’ll be working on fine-tuning the final versions of the web copy, website design, and photography. Once all of those magical ingredients come together, the final refresh can be complete! We’ll be sharing sneak peeks of the brand launch on Instagram, so make sure you follow us!

Once all is said and done, Tiffany will not only have a gorgeous brand that helps elevate Posterity Paper in the greeting card & stationery space, but also:

• A Shopify site that is easier for Tiffany to scale her business — and support customers!
• A stronger business plan, to help her pursue wholesale and retail opportunities
• A content strategy that can support her future promotions and marketing 
• A digital marketing report that helps Posterity Paper compete on Google, and on the other platforms where the brand is present

Stay tuned for our big reveal 

We started this grant program to help a minority, womxn-owned business grow. With all of these pieces coming together, we’re so excited to see where Posterity Paper goes from here! We’re not done yet, though. We plan to finish the entire project, from branding and website design to streamlined systems for Tiffany, at the very end of March. Launch week is slated for early April! Follow along on Instagram — and don’t forget to follow Posterity Paper, too. Exciting things are coming!