San Diego-based brand and design firm, Serrano Design, gives the traditional corporate holiday card a graphic twist with this self-promotional campaign that’s now entering its third year. The e-mail campaign uses virtually every holiday as a theme for visually-interesting, graphically-compelling greetings. The Serrano chili pepper represents the name of the studio, but it’s the telltale shape that lends itself to interpretations ranging from serious to whimsical. Although the e-cards are not a hard sell, they’ve proven very effective at keeping the studio in front of current and potential clients.