MICHAELS–MAKERHAUL
One of the highest-impact promotional moments of the year designed to drive urgency, volume, and repeat trips from price-sensitive makers.
2024 Makerhaul before Michaels rebrand
Building off an established program, and a new re-brand for Michaels, the challenge was to build a new creative language while clearly communicating complex promotional layers: BOGOs, individual promos, and loyalty incentives—across a fast-moving, multi-channel retail ecosystem.
PLATFORMS
Print, OOH, Social, Broadcast & Web
ROLES
Creative Concepting, Design, Photo Direction, Assets
YEAR
2024
01.
For this audience ‘stocking up’ is about celebrating the thrill of abundance and the excitement of possibilities. The lockup, block graphics, and palette were designed to signal abundance and possibility at a glance.
02.
A bold BOGOS sticker and hot pink background plate established a recognizable sale system, while oversized promo type and expressive talent helped stop scroll and balance urgency with approachability.
03.
The basket served as a great visual cue for “hauling,” working across static and motion and supporting cross-merchandising stories.
This campaign helped establish a new visual approach for Michaels and was
quickly adopted across the organization.
The work below reflects how the broader team extended the system across parts of the Maker Haul campaign.
OLV Design: Katie Truesdale
Animation: Julian Gallegos
