Michael's Creative Refresh

Chicago-based agency OKRP worked with in-house creative at Michaels to create a brand refresh for the artistic supplies store. The actual logo has remained unchanged, but its use and application is very different.


In the past, the logo was either displayed red on white or white on red—a relatively sterile presentation. To make a better connection with the creative people that Michaels supports, the logo is now shown with color, texture, and sense of tactileness, using the art supplies that the store actually carries.

Andrea Knowles, creative director at OKRP, explains. “People love going to Michaels and having that tactile experience, so we wanted to celebrate how ownable that is through the work.”



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