We created a web site for Michaels in 2017 called Framers Pointe, which offered an ecom experience for their custom framing category. We developed the strategy, branding, content strategy, UX user journeys and wireframes, creative comps, transactional email creative and HTML, marketing email templates and copywriting. We also offered consulting and troubleshooting for front-end development.
In 2018, Michaels came back to us with a challenge to rebrand the site as Aaron Brothers (a small custom-framing company under the Michaels umbrella) and to incorporate new functionality and site features including: mail-in your art, bring art to store, frame your own art, and new printing substrates. We broke up the project into a rebranding phase followed by four sprints to implement the new features.
For the rebranding phase, we utilized our strategy, UX and creative teams to develop new branding assets (logo, color palette, typography and UI kit), creative comps and copywriting for the new Aaron Brothers homepage and the custom frame landing page on Michaels site. We also generated promotional materials for social and announcement email creative. Lastly, we offered SEO recommendations for redirect mapping for the two sites (Framers Pointe and the old Aaron Brothers site) as well as title tags, meta descriptions and QA.
For the new site features sprints, we developed UX user journeys and wireframes, creative comps, copywriting, and transactional email creative and HTML development.