Crafting Creativity: Michaels Unveils Refreshed Brand Identity for its 50th Anniversary
In a strategic move that celebrates its 50th anniversary and propels it into a new era, craft retailer Michaels has unveiled a refreshed brand identity. With the tagline "Everything to Create Anything," Michaels positions itself as a creative partner, guiding individuals from inspiration to tangible projects. This revitalized branding not only reaffirms Michaels' commitment to creativity but also emphasizes its role as a trusted resource for artists, makers, and craft enthusiasts.
A Creative Partner for All: Michaels' brand overhaul centers around the tagline "Everything to Create Anything," a declaration of its dedication to nurturing creativity in every form. By positioning itself as a creative partner, the brand reflects its aspiration to facilitate the transformation of ideas into tangible works of art. This new approach solidifies Michaels' role beyond being just a retailer; it is now a source of inspiration, products, and guidance for individuals looking to bring their creative visions to life.
Inspiration Amplified: The brand's revamped identity is brought to life through a series of new ad spots that highlight its value proposition. With a focus on inspiration, products, and guidance, these advertisements serve as a visual representation of Michaels' commitment to providing a comprehensive creative experience. The company's iconic logo and red color remain integral, but are rejuvenated with updated fonts, accent colors, and bold graphics that accentuate the tactile nature of its offerings.
Customer-Centric Evolution: Michaels' commitment to its customers is at the heart of its brand refresh. Mandy Rassi, Chief Marketing Officer at Michaels, acknowledges that customer creativity is the driving force behind the brand. The revamp was meticulously developed in partnership with Chicago-based ad agency OKRP, rooted in extensive research and analysis of customer preferences, competitors, and Michaels' longstanding support for artists and creators.
An Immersive Brand Journey: The brand revitalization extends to every customer interaction point. From video content and digital marketing to store signage and online experiences, Michaels is delivering a consistent and immersive brand journey. This rollout is already underway in both physical stores and on its U.S. and Canadian websites. As the transformation continues over the coming weeks, nearly 1,300 Michaels stores across 49 states and Canada will embody the new brand identity.
Crafting an Artful Experience: OKRP Creative Director Andrea Knowles sheds light on the artistic essence of the new brand look. The design system celebrates the vibrancy, texture, and tactile experience that define a trip to Michaels. This artful representation captures the joy of creating, resonating with the emotional connection customers have with Michaels' products and experiences.
A Continued Evolution: The brand refresh comes on the heels of Michaels' expansion into the online marketplace for third-party sellers, highlighting its commitment to innovation and adaptability. As the retail landscape evolves, Michaels continues to evolve with it, ensuring it remains a relevant and empowering resource for creatives of all levels.
Michaels' refreshed brand identity encapsulates its evolution over the past five decades and celebrates its standing as a creative partner to millions. With a renewed commitment to facilitating the creative process, guiding artistic journeys, and providing the tools for imagination, Michaels embarks on its next chapter with a dynamic brand identity that resonates with craft enthusiasts, artists, and makers alike.