The Challenge

Re-associate Michaels with the act of crafting and as a champion for beginners. 

The Research

Conducted a brand audit- In-store walkthroughs, web experience, current service offerings, financial (brand + industry) research.

Conducted primary + secondary consumer research surrounding the perception of Michaels (and other crafts stores), and crafting. 

The Tension + Insights

There’s a fear of creating something that will be seen as ugly or wasteful. The majority of novice crafters will become overwhelmed, disenchanted and opt for the pre-made. But there's an inherent appreciation for the odd and unique.

The Strategy 

You can't buy a memory, you create them.  

The Campaign 

Create Something Priceless


Creative Executions:

By redesigning the store we made the shopping experience feel welcoming, a place where if you spent hours you weren’t going to feel overwhelmed. Our campaign reverberates the same idea but with the added since of pride in the outcome your project.


In-store signage

Retail Packaging 


Aesthetically we changed the signage, packaging, and end caps to mimic a homemade look. Michaels also employs over 80 social media influencers to create crafts. We redesigned the endcaps to showcase influencer projects and make all necessary tools supplies easily available.


App Redesign:

We also redesigned their app to add more functionality. We incorporated a feature that allows you to find products easier and also be able to ask for help . We also added a feature that generates new project ideas giving both new crafters and those more experience, the ability to find new inspiration.


Print/ OOH:

With all the changes made to the in-store experience we launched a campaign focused on Michaels as your partner for making luxurious items- Create Something Priceless.  Below is our print and out-of-home. 


Video Spot:

Finally to complete the campaign we created a 30-second spot that would run on Hulu and YouTube. We decided to create puppets that showed off the luxurious lifestyle by mimicking a rap artist music video. 


"We Made It" 2015 Richmond Ad Show Winner

The Team

Caitlin Hines | Michell Darnell | Stephen Shocket | Victoria McGoogan