Craft retailer Michaels on Monday announced the launch of a refreshed brand identity. It’s centered around the new tagline “Everything to Create Anything” and positions Michaels as a creative partner that helps people turn ideas into tangible projects.
The revamped branding is also supported by three new ad spots highlighting Michaels’ value proposition of inspiration, products and guidance for customers who like to create. Michaels’ familiar logo and red color will still be featured, but revamped with updated fonts, accent colors and bolder graphics to highlight the tactile nature of the retailer’s creative products that inspire customers.
“Our customers’ creativity is the driving force of the Michaels brand, and it’s an honor to play a special role in helping them bring their ideas and projects to life,” Mandy Rassi, Michaels’ chief marketing officer, said in a statement.
This year is Michaels’ 50th anniversary. The company developed the brand refresh in partnership with Chicago-based ad agency OKRP following “in-depth customer, competitor and company research and analysis” that also considered the company’s longstanding support for artists, makers and creatives.
Michaels said the brand revamp will encompass every customer touchpoint — video, digital marketing, store signage and the online experience. The refreshed brand roll-out has already begun in stores and online at its U.S. and Canadian websites. The initiative is slated to continue over the coming weeks at the Texas-based company’s nearly 1,300 stores in 49 states and Canada.
“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,” OKRP Creative Director Andrea Knowles said in a statement. “People love going to Michaels and having that tactile experience, so we wanted to celebrate how ownable that is through the work.”
The brand refresh follows a move earlier this year to launch an online marketplace for third-party sellers. Michaels — which went private about two years ago in a $5 billion deal with Apollo Global Management — said earlier this year that its marketplace had more than 750,000 curated, new items from sellers. Other retailers — such as Hudson's Bay and Macy's — have also added third-party sellers to their marketplaces in recent years, Retail Dive previously reported.
