Michaels Unveils Brand Refresh, New Tagline

Specialty arts-and-crafts retailer Michaels announced earlier this week that it was launching a new brand identity "focused on helping core and new customers alike bring their creative ideas to life."

The announcement comes as the Texas-based retailer, which operates over 1,290 stores, celebrates its 50th anniversary, according to a company press release. The refresh includes a new tagline, "Everything to Create Anything," replacing its previous tag lines of "Made By You" and "Where Creativity Happens."

Developed with independent agency OKRP, the brand refresh also includes a new campaign that Michaels says turns ideas into "I did its!" as well as three ad spots. Michaels' logo will stay the same, and the company will continue using red as its featured color, but has revamped the brand with updated fonts, accent colors and bold graphics.

Total Retail's Take: The retailer said this brand refresh marks the next stage of growth for Michaels to cater to a wider audience of creatives to drive demand while meeting changing customer needs. It took more steps toward this goal earlier this year when it launched an online marketplace and increased its U.S. online assortment by 750,000 SKUs.

“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," Mandy Rassi, Michaels' senior vice president and chief marketing officer, said in the release.