As Hallmark Channel’s principal Copywriter, I was tasked to brainstorm new taglines for its complete brand refresh. We wanted the line to embody the “transformational power of love,” yet also speak to Hallmark’s hopeful future of welcoming more diverse storylines and an ever-expanding audience. We decided to rejuvenate the brand by presenting it as an always-happy, always-loving place where one can escape to feel good.

The final tagline:

WHERE LOVE HAPPENS

Here are some other notable finalists:

LOVE REIGNS

HAPPILY EVER ALWAYS

THE FUTURE IS HAPPY

LIVE YOUR LOVE

WELCOME HOME

SEE YOURSELF HERE

THE CROWN OF LOVE

LONG LIVE LOVE

MADE IN LOVE

WELCOME TO LOVELAND