Michaels, North America’s largest specialty arts & crafts retailer, wasn’t ready for a total design overhaul: but it knew it wanted to improve the in-store brand experience. The retailer partnered with Big Red Rooster to develop messaging hierarchy, simplify wayfinding and bring rich brand stories to life.

We kicked off the reimaging program by exploring communication strategy and messaging hierarchy within the in-store environment. We identified photography and graphic standards to support brand consistency. The messaging hierarchy influenced signage, wayfinding, sidecaps and endcaps, creating opportunities to tell brand stories, inform consumers and simplify the shopping experience.

The reimaging program enabled Michaels to roll out a cost-effective communication solution. The retailer is currently implementing the solution across its 1,000+ stores.