Wicked Lettering

November 21, 2025

In honor of the release of Wicked: For Good I’m so excited to share I had the opportunity to create this lettering for Hallmark’s Licensed glassware collection. Now I just need to see the movie!

© Hallmark Licensing, LLC

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Hi! I’m Allie Smith, a Senior Artist at Hallmark Cards with over a decade of expertise in hand lettering, design and trends translation. Outside of work, you can find me spending time with family and friends in Kansas City, taking copious amounts of photos, or planning my next trip. This blog is my online journal to share some of my work, travels and things that inspire me.

The 2024 Holdiay Season was a big one for Hallmark and @sheyda.abvabi and I! It was so surreal seeing our work utilized at events like the @hallmarkchannel Jingle Stop Event and at @hallmarkchristmaskc 🎄🎅🏻🎁 I also have to mention @jessebme @lhale

Happy New Year from our little family to yours! 🤍

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©2025 Alexandra Violet Smith