Michaels Credit Card
Michaels launched its first-ever credit card program and needed a cohesive visual identity that felt premium, modern, and deeply rooted in the brand’s creative heritage. I was responsible for developing the campaign look and feel, spanning conceptual exploration through final execution across digital, print, packaging, and in-store environments.
The challenge was to create a visual system that could live across a 360° campaign while feeling unmistakably “Michaels.” The solution needed to work for both brand awareness and acquisition, scale across mediums, and integrate seamlessly into Michaels’ broader rebranding efforts.
The final system delivered a clear, elevated visual identity that strengthened Michaels’ credit card launch and seamlessly aligned with the brand’s new design direction. The campaign performed well across channels and provided a classic foundation for many years to come.
Contributions
Credit Card Design, Campaign Art Direction, Photoshoot Direction, Digital Media, Packaging, In-store Signage & Print Materials
Client
Michaels Arts & Crafts
Role
Senior Designer
Concept & Development
Before landing on the final direction, I explored a range of conceptual routes that highlighted different facets of the Michaels brand:
• Concepts rooted in arts-and-crafts textures and materials
• Ideas influenced by Michaels Rewards branding
• More graphic explorations based on color, forms, and patterns
The chosen direction centers on a bold, graphic “M” pattern derived from the Michaels logo. It becomes both a recognizable brand asset and a flexible design system that easily adapts to digital and physical formats.
Photography
I art directed the photoshoot that would feature the credit card and be used in marketing material. I wanted the model to be in neutral colors, so the Michaels red on the credit card would pop. We styled her with some hand-made jewelry—a subtle indicator that she’s a Michaels crafter.
Digital & Print Assets
This campaign spanned both digital and print, and I led design across all major touchpoints. Above you’ll see the email and website landing page, where the “M” system was adapted for performance-driven layouts, acquisition messaging, and responsive UI design.
Below are the print components of the campaign, including envelope packaging, card carrier inserts, in-store brochures, and signage. Each piece was designed to feel cohesive with the digital experience while maintaining the clarity and hierarchy required for physical spaces.
