Michaels Arts & Crafts stores struggle with the awareness among their customers about their custom framing department. Some people know it's there while others do not. And even those that are aware often think it's simply cost-prohibitive. To help convey the financial accessibility of custom framing as well as all the many preservation and stylistic reasons to do it, I came up with a concept that put the headline right into the frame itself in order to call out it's features and benefits.
A microsite was then developed to help educate customers about the team behind the frame. I interviewed each member of the trend team to get their bird's eye view on the entire process of custom framing - from why it's made to how it's made - and the big impact a custom frame can have on a home or office. I pulled quotes from various sources to further instill a sense of urgency about why a custom frame can make all the difference.
Ad for Elle Decor
Direct Mail
Direct Mail
Microsite
Microsite interviews with trend team
Microsite interviews with trend team
