I were engaged by the Michaels team to revitalize their children's brand, with a focus on elevating Creatology to better compete with national players in the category. Our objective was to refresh the packaging with a vibrant, playful identity while enhancing shelf presence through a distinct and compelling brand narrative. Guided by the core values of curiosity, imagination, and above all, creativity, we redefined the brand to resonate with both kids and parents.

The result is a fun, kid-approved packaging system that transforms the aisle into a dynamic, inspiring destination—driving engagement and unlocking new growth potential. Today, the brand stands out as bold, memorable, and a true reflection of the creative spirit of young makers everywhere.