Craft Retailer Michael’s Reveals New Brand Identity — Retail Bum

Craft retailer Michaels has unveiled a new brand identity on its 50th anniversary to further establish itself as a creative partner for its core and a new generation of customers.

As part of its rebranding, the company has introduced a new tagline, “Everything to Create Anything,” which underscores the retailer’s position as a collaborative ally dedicated to assisting individuals in transforming their concepts into tangible endeavors.

The reimagined brand identity is reinforced by three fresh advertising spots that underscore Michaels’ core offering of inspiration, products, and guidance for creative customers. While the company has kept the signature red hue in its logo, it has accentuated its branding with the use of modern fonts, complementary colors, and more pronounced graphics that highlight the hands-on essence of the retailer’s creative products, which serve as a wellspring of inspiration for its clientele.

The company collaborated with the Chicago-based ad agency OKRP to revitalize its brand identity. This effort was informed by comprehensive research and analysis, encompassing insights from customers, competitors, and the company itself while acknowledging Michaels’ longstanding commitment to artists, makers, and creatives.