Summary

The objective that lead to the development of Micky’s Box Of Hobbies was to develop a personal brand that authentically represents my identity as both a designer and an individual. Throughout my life, I have explored a wide range of creative disciplines and hobbies, each experience contributing to a broader, evolving perspective. This brand was designed to encapsulate that journey — emphasizing adaptability, continuous growth, and a deep-rooted passion for creative exploration.

The Strategy

The goal of Micky’s Box Of Hobbies is to create a space where creativity feels approachable and real. A big part of that is pushing back against the idea that you have to be great at something right away. This brand is all about encouraging people to try new things, mess up, and try again — because that’s how growth actually happens. The initial launch campaign and website messaging will focus on normalizing failure as part of the creative process and reminding people that making progress matters more than being perfect.

Key Insights

  • Many Hobbies-Little Time: Americans spend an average of 6 hours a week on their hobbies, compared to 14 to 28 hours on social media.

  • Barrier To Entry: In a survey from 2021, 54% of Americans reported being hesitant to take up a new outdoor hobby for fear of not being good.

  • Need for Creativity: In a recent survey, 15% of respondents said they had no hobbies, 18% reported having one hobby, and 67% reported having multiple hobbies.

Brand Goals & Values

Micky’s Box of Hobbies is more than just an arts and crafts brand — it's an online space built to inspire creativity, connection, and continuous discovery. Unlike traditional specialty retailers, our fully digital platform allows us to constantly introduce new hobbies and creative tools for our community to explore. The site functions as both a storefront and a nostalgic, early-2000s-style blog, designed for easy navigation and genuine interaction. Users can share their progress, exchange tips, and build community around their creative journeys. At the heart of Micky’s Box of Hobbies is a commitment to creative growth, inclusivity, and lifelong learning. Whether you're a beginner or a seasoned maker, we provide a welcoming environment where curiosity is encouraged, failure is part of the process, and everyone has a seat at the table.

Micky’s Box Of Hobbies Website

Launch Campaign Strategy

The launch campaign for Micky’s Box of Hobbies introduces the brand through a mix of physical and digital strategies. Posters placed in local arts districts build grassroots awareness, while a targeted social media presence extends the brand’s reach online. Together, these efforts present the brand as approachable, creative, and community-focused—inviting people to explore new hobbies and connect with others.

Posters In Third Places

Bus Stops In Cities

Social Media Posts

Key Personal Takeaways

This project taught me the value of building a brand that is both personal and purpose-driven. By reflecting on my own creative journey, I was able to design a platform that encourages exploration, embraces imperfection, and fosters community. I gained a deeper understanding of how to translate values like inclusivity, adaptability, and curiosity into both visual identity and campaign strategy. Ultimately, the experience reinforced the importance of designing not just for aesthetics, but for connection, growth, and meaningful user engagement.