Cricut, Inc. has announced a new brand positioning as a creative platform. An integrated ecosystem powered by Cricut Design Space™ and designed to help people turn ideas into meaningful, personalised items.
This move reflects a broader shift in how people approach creativity today. Consumers are looking for more personal ways to express themselves, connect with others, and celebrate life’s moments through creativity. Cricut is evolving its brand to meet this moment. The company is moving beyond awareness of its smart cutting machines to more fully reflect the power of its creativity platform. This is an integrated ecosystem of products and services that work together to help more people fit creativity into their everyday lives.
At the center of that ecosystem is Cricut Design Space™, the software that powers the Cricut experience. Available on desktop and mobile, Design Space helps users move from idea to a finished project with ease and confidence. It makes personalised creation feel more approachable for beginners and more powerful for experienced makers.
The new brand positioning is brought to life through “Think It. Make It. Cricut.”. A global brand campaign that celebrates the simple, powerful truth at the heart of the Cricut experience. If you can think of an idea, Cricut can help you turn it into something personal. The campaign highlights how Cricut makes it easier than ever for anyone to create personalised items for real life and the moments that matter.
“At Cricut, we have always believed that creativity should feel accessible, personal, and empowering,” said Ashish Arora, CEO at Cricut. “People are looking for more personal ways to connect and express who they are. This next chapter is about clearly expressing what Cricut has become. A creative platform that helps turn ideas into meaningful, tangible creations. We see a real cultural shift happening, and Cricut is built for that moment.”
The new brand spot starts with a simple question: “What can you do with Cricut?”. It invites anyone who likes to create to reconsider who Cricut is for and what’s possible to make. Through everyday scenarios and approachable creative wins, the campaign reinforces that Cricut is not only for expert crafters — it’s for anyone who wants to make something personal.
“Think It. Make It. Cricut.” will roll out across key marketing channels including OTT, paid social, web, and more, beginning June 22nd, 2026, with additional campaign extensions rolling out through the remainder of the year.
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