The Bright Group has used this week's Spring Fair to reveal its new sub-division, Heartfelt, which will focus on greeting cards, wrap and textiles.
The original Bright Agency, meanwhile, will remain as a dedicated publishing agency.
The Heartfelt website will use a new piece of software called Sparkle Box - designed and developed by Bright - to offer an image sourcing tool that will provide a faster, more productive method of securely exchanging illustrative content between artists and clients.
Meanwhile, Bright has signed up two new artists: watercolour specialist Alexandra Cowell and Carol Lake, a pattern and floral artist.
"2009 is going to be incredibly busy and interesting for us," said Vicki Willden-Lebrecht, Bright MD. "The launch of Heartfelt will see us being able to offer our clients and artists a much more personalised and targeted service and Sparkle Box makes the website a dream to use."