Marketing

Michaels launches brand identity strategy to inspire customer creativity

Provided by Michaels.

September 5, 2023

Michaels, a craft and home goods retailer, has refreshed its brand identity with a new tag line: "Everything to Create Anything."

It's part of the retailer's retailer's 50th anniversary celebration and a strategy to celebrate what it's calling a new era of creativity, according to a press release.

The retailer also launched an "Ideas to I-Did-Its" campaign to inspire customers creativity.

"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, SVP and CMO, said in the release. "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."

The new design features the same logo and iconic Michaels red, but reimagined with updated fonts, accent colors and bold graphics. The roll-out has already begun in stores and online and will continue over the coming weeks.