Cricut Creative’s In-House Team Elevated Brand Identity for Today’s Makers

Background: Cricut makes smart cutting machines that work with an easy-to-use app to help people design and personalize almost anything—custom cards, unique apparel, everyday items, and so much more. Over the last three years, Cricut has grown exponentially—entering new countries and finding new audiences of creators, crafters, and small business owners. To meet this growth, we saw an exciting opportunity to refresh our brand narrative and identity system to better reflect and celebrate hands-on creative expression made possible by the global Cricut Community—a refresh that promised to be inclusive, optimistic, modern, and delightfully vibrant. Idea: Crafting and DIY have long been associated with a particular look and feel. However, as our audience becomes increasingly diverse and younger