I designed the first-ever Michaels credit card, a challenging but exciting creative opportunity. The project began with an extensive exploration of designs concepts, which ultimately led to the final selection — a clean and recognizable design that aligns seamlessly with the brand's identity.
CONCEPT DESIGN | PHOTO ART DIRECTION | PACKAGING | PRINT | DIGITAL
Above are some initial concepts. I explored themes such as arts & crafts, Michaels Rewards branding, and other ideas. But ultimately, the iconic “M” taken from the Michaels logo was the best choice.
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.
I created assets for in-store, as well as online.