Overview

As the lead concept designer for Michaels’ 2021 Holiday season, I created the full design system and toolkit used across digital, social, print, and in-store campaigns.

My Role

• Designed the full Holiday toolkit (colors, typography, patterns, layouts)

• Created hero mockups that set the tone for all seasonal work

• Guided email, social, in-store, and promotional design rollouts

• Built a scalable system for fast, consistent asset creation

The Approach

Michaels required a seasonal identity that could bring cohesion to a diverse lineup of holiday décor collections. Each collection needed room to express its own aesthetic, but still feel part of a unified brand story. The greater challenge was building a design system that balanced this creative flexibility with production efficiency.

The Result

The toolkit and mockups guided designers across the Digital Team for email, web, and social asssets, as well as the Print Team for in-store signage, tab, and special projects. The system delivered a unified, flexible presence, enabling teams to scale production quickly while keeping the brand’s holiday experience fresh and consistent.

Team
Katie Roberts & Beca Wasterlain (Photography), Kristy Carlile & Parker Thornton (Copywriters)