Everything to Create Anything: Michaels Launches Refreshed Brand Identity

Michaels, a popular craft store, is celebrating a new era of creativity with a refreshed brand identity, focused on helping core and new customers. The store is establishing itself as the single destination for creatives to get inspired, learn, shop, and create.

With the new brand identity, Michaels wants to help customers bring their creative ideas to life. Its updated tagline “Everything to Create Anything” supports the new brand strategy by reaching the many kinds of creativity represented in Michaels’ assortment. Michaels has used bold colors, playful fonts, and highly textured macro imagery to bring the new strategy to life with brand storytelling that connects to joy and self-expression.

Mandy Rassi, Senior Vice President and Chief Marketing Officer at Michaels, said their customers’ creativity is the driving force of the Michaels brand. “It’s an honor to play a special role in helping them bring their ideas and projects to life. With a new brand strategy and purpose focused on fueling the joy of creativity, Michaels is well-positioned to meet creatives where they are while supporting every step of their journey and continuing to grow as a leader in our category.”

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Michaels has also kicked off a campaign that introduces the brand as a creative partner, helping turn ideas into “I did it”. The new campaign features three ad spots that promise the best tools, guidance, inspiration, and value from Michaels to instill confidence and break down barriers to creativity and self-expression.

Andrea Knowles, Creative Director at OKRP, said the new brand look leans into the artful nature of the category and how a trip to Michaels makes people feel the design system is bright, vibrant, textural, and has no shortage of glitter or multicolor pom poms. He highlighted that people love going to Michaels and having that tactile experience.

The new design features the same logo and iconic Michaels red but has been reimagined with updated fonts, accent colors, and bold graphics that highlight the tactile nature of the creative products.

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Nandika Chand