Signage & Art Direction
The in-store experience at Michaels is designed to inspire and educate makers. On the Signage team, I collaborated closely with merchants, vendors, and the in-house project room to develop content for store signage.
My role included art directing photographers and stylists, selecting products or projects to feature, pre-production meetings, approving imagery, and designing the sign.
The signage team managed a high volume of content, with my focus on the floral category while the other store categories were split between two designers. Once sign images were captured, the photographer also shot additional formats for email, the website, and more, using our direction across the brand.
While on staff, Michaels underwent a brand re-design, which influenced the look and feel of the signs—these showcase both the old and new styles.
