Hallmark has rolled out a century of new innovations, from the basic greeting card in 1915 to the recordable storybook last year.

Daniel Miyares, 30, has illustrated both.

“My job evolves as the business evolves,” said the artist, who has created art for various divisions within the company over the past eight years. “When you work at a company like this, you’re constantly having to reinvent yourself creatively.”

For all its advances in technology, such as this year’s webcam greeting cards, the company still looks to the beauty of plain old paper. Traditional cards remain the base of Hallmark’s business, company spokeswoman Sarah Kolell said.

Lately, Miyares has been working on holiday cards with laser-cut scenes of sleigh rides and snowfall.

“We’ve been exploring what we can do with paper to make people want to hold onto it,” he said.

Miyares finds inspiration for his work on industry trend websites and in the details of daily life.

“I’m constantly experiencing life through my sketchbook and documenting it,” he said. “My 2-year-old teaches me a lot. She sees the beauty in a lot of things I take for granted.”

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infobox-hr-separator /> Some of Miyares’ work includes tactile touches, such as the lacy detail on this wedding card.

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infobox-hr-separator /> Miyares illustrated We’re Not Scared of Anything!, a storybook that allows readers to record their voices on tiny machines embedded in the pages.

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infobox-hr-separator /> Miyares looks for ways to reinvent standard greeting cards, such as this laser-cut scene, so it’s more than just “a folded piece of paper.”