One of my favorite end-of-year projects is creating the Klem Group (klemgroup.com) legendary holiday greeting. Each year, they choose an outrageous theme: retro workout VHS tapes, Barbie, movies, and news headlines—and every time I’m convinced we’ve reached the peak… until the next year tops it again.
This year’s theme was no exception: Candyland—or rather, Klem Land. To celebrate their 30th anniversary, they wanted something nostalgic, joyful, and full of playful storytelling. That direction opened the door for one of our most illustration-heavy pieces yet, centered around vibrant custom illustration.
Bringing “Klem Land” to Life
We designed an oversized trifold mailer that opened like a Candyland adventure. The front cover mimicked the iconic board game box, featuring the company president reimagined as King Candy. Inside, the next panel displayed whimsical “instructions,” humorous “warnings,” and a note about the included game piece. Opening that panel revealed a full parody board game layout, complete with the executive team illustrated as characters across candy-themed lands. The rest of the staff appeared as game pieces making their way along the colorful path.
Every character, land, and detail came to life through custom illustration, which allowed us to transform hospitality furnishings—the heart of their business—into candy-inspired versions of themselves. We even incorporated the brands they represent as wooden timeline signs sprinkled throughout the board.
A Greeting That Turns Into a Game
To extend the fun, each mailer included one of four collectible game pieces representing members of the executive team. Recipients were encouraged to cut them out, take them on adventures, snap photos in unexpected places, and share them on social media.
This project is always a highlight of my year, and this edition—with its bold use of custom illustration—might be the sweetest one yet.
