Joann.

For the last 75 years, Joann fabric has been providing materials and inspiration for people to create with. They've got more than 865 stores across 49 states so re-imagining the retail experience is no small task — which is exactly what made it worth doing.

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Before embarking on the updated store experience, we introduced a series of test & learns to gauge appetite for different experiences. We offered personal shopping, local maker's markets, and sew & go experts to help get projects across the finish line.

Test-Learns

We gained some really powerful insights and while we updated the entire retail experience, we also evolved some of the test concepts into spaces such as the Creator's Studio, a community and workshop space, and Joann's Custom Shop where in-house consultants and sewing professionals help people make their crafting dreams come true. We also introduced digitally driven solutions that cut to the heart of the most common pain-points in the traditional fabric buying experience.

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Find your happy place.

CLIENT

Joann Fabric

STUDIO

Jackman

TEAM

CD: Thom Antonio
ACD - Digital: Matt Rennick
ACD - Brand: Lora LeClaire
Enviro: Steph Pellatt

Say hello.

I am currently living and working as a Creative Director in Toronto. I'm always open to riding new waves so if you've got something in mind, let's get pitted. So pitted.