Michaels Brand Refresh

Michaels set out to refresh its marketing system and connect with a new generation of creatives, especially Gen Z.

The Ask:
Give Michaels a brand refresh to appeal to a younger audience.

The Solve:
The new look and feel leans into the artful, tactile nature of the store experience – it’s bright, vibrant, textural, and captures the joy of creativity.

The Team:
Design: Margaret Kots + Haley McCormick
Creative: Dave Petti, Andrea Knowles, Rae Faiman