MICHAELS GALLERY WALL

Turning Gallery-Wall Inspiration Into a Shoppable System

Michaels needed to translate the aspirational look of a styled gallery wall into a customer experience that felt creative, approachable and easy to execute at home.

I partnered with a copywriter to develop the full sign plan, then art directed four room vignettes demonstrating different gallery-wall approaches. I also created the illustrations used throughout the signage, turning each display into both inspiration and instruction.

The system guided customers from choosing a look, to testing an arrangement, to installing it with confidence. Visual examples, product callouts and step-by-step guidance worked together as one repeatable national merchandising system—helping customers understand not just what to buy, but how to make it work in their own space.

ROLE — Concept development, art direction, illustration and information design

SCOPE — Four room vignettes, customer journey, signage plan, instructional hierarchy and rollout toolkit