SHE NEEDED

A FACELIFT

STAT

JOANALOGO.png

alexander-maasch-202885.jpg

JOANN Fabrics 

used to sell cheese.

 

And somewhere along the way, the cloth it was sold in became more important than the cheese itself.  And thus, an iconic fabric and craft store was born. 

Over the years, JOANN stores have lost their status as an inspiring fabric destination.  And with Michael’s, Hobby Lobby, and Amazon encroaching, the need to reinvent was real.


Screen Shot 2017-11-06 at 2.28.18 PM.png

We needed a brand strategy reflective of a company with creativity and passion in its DNA.

And then, we wanted to execute that strategy in a retail experience worthy of the makers and crafters that look to us as a partner in their creative process. 

We wanted the in-store experience to add value for the consumer, and grow the customer base demographically.


A manifesto, in brief.

It is never just a project.  It's a passion.

It is more than a dress,  it’s more than a quilt, and it’s much, much more than a throw pillow.  These crafts are made by hand, they are an expression of creativity and love, and are the result of time spent toiling in the name of love. 

At JOANN, we are uniquely positioned to foster a passion for handmade.  


The Pillars Of Our Innovation Strategy


The Redesign

 A watercolor rendering of the JOANN "showroom", where guests interact with real objects made with the raw materials of the JOANN inventory.

A watercolor rendering of the JOANN "showroom", where guests interact with real objects made with the raw materials of the JOANN inventory.

 A 3D rendering of the new JOANN retail experience, looking into the rear of the store.  Colored panels on the side indicate fabric storage, with product-for-sale on the lower-level, and classroom space above.

A 3D rendering of the new JOANN retail experience, looking into the rear of the store.  Colored panels on the side indicate fabric storage, with product-for-sale on the lower-level, and classroom space above.

 The new library of fabric is a source of creative inspiration in its own right.  This floor-to-ceiling display makes room for our showroom space up front, and allows for ease of retrieval in the back.

The new library of fabric is a source of creative inspiration in its own right.  This floor-to-ceiling display makes room for our showroom space up front, and allows for ease of retrieval in the back.


The Launch 

JoAnn Launch.047.jpeg

The JOANN concept launches in her home state of Ohio, one of the brand's highest-performing regions in the country.  From there, the rollout travels across the country to those suburban spaces promising high growth potential.

Print

OOH/PR

We thought there was no better way to marry the brand's handmade tradition to an attention-grabbing stunt than with large scale yarn bombing.  The concept allows JOANN to surprise and delight the communities where our retail concept will launch, building brand affinity and reminding locals of the limitless possibilities to create with JOANN crafts and fabrics.


Teammates: 

Clay Notestine (CW), Brittani Kelzenberg (AD), Berfin Ayhan (XD), Blake Smoral (ST), Sara Singh & Alyssa Fea (CBM)