Cricut Brand Refresh
As Cricut rapidly expanded into new markets and audiences, we saw an opportunity to evolve the brand to better reflect the diversity and emotion of its creative community. Anchored in the belief that everyone is born creative, we helped realign the brand around a unifying idea that led to the tagline Let’s Make™ and a flexible visual system.
I contributed to shaping the brand’s visual language, developing scalable templates and guidelines to ensure consistency across touchpoints, and evolving the photography direction to feel more human and emotion-led—balancing the precision of Cricut’s technology with the limitless possibilities of personal creativity.
Role: Design Direction, Art Direction, Brand Guidelines
Work produced at Cricut
ECD: Stanley Chen
CD: Drew Downie
AD: Malin Wall, Alex Cannon
Copy: Shanan Carney, Jessica Griffiths
Motion: Fionn Breen
Illustration: Jay Cover
As Cricut rapidly expanded into new markets and audiences, we saw an opportunity to evolve the brand to better reflect the diversity and emotion of its creative community. Anchored in the belief that everyone is born creative, we helped realign the brand around a unifying idea that led to the tagline Let’s Make™ and a flexible visual system.
I contributed to shaping the brand’s visual language, developing scalable templates and guidelines to ensure consistency across touchpoints, and evolving the photography direction to feel more human and emotion-led—balancing the precision of Cricut’s technology with the limitless possibilities of personal creativity.
Role: Design Direction, Art Direction, Brand Guidelines
Work produced at Cricut
ECD: Stanley Chen
CD: Drew Downie
AD: Malin Wall, Alex Cannon
Copy: Shanan Carney, Jessica Griffiths
Motion: Fionn Breen
Illustration: Jay Cover
