Credibility Through Context

How we positioned MDC Art for the design market.

MDC had built their reputation on flat surface solutions: wallcoverings, flooring and finishes. But they were introducing MDC Art, a full division offering custom 3D sculptures, hand-curated galleries and bespoke installations. Everything a designer could imagine in the space of art and sculpture.

The challenge was making this credible. They’d brought on two leaders with combined 25 years of experience sourcing and installing custom art in commercial spaces. The expertise existed. But launching MDC Art meant the market needed to understand the depth of the offering and the caliber of the people behind it.

The challenge was making this credible. They’d brought on two leaders with combined 25 years of experience sourcing and installing custom art in commercial spaces. The expertise existed. But launching MDC Art meant the market needed to understand the depth of the offering and the caliber of the people behind it.

Crobar became the voice of this launch. We positioned MDC Art as a fully realized service by building a dedicated landing page, developing an email campaign that established the division leaders’ credentials and experience, creating social content that built momentum and producing a video that demonstrated the scope of what was now possible. We also created a brochure detailing capabilities and developed rep sales tools that gave their team the language and confidence to sell it.

The result was a market introduction that positioned MDC Art as a strategic expansion. We transformed a new offering into a credible category, helping designers understand that the breadth of MDC was now even more comprehensive.

Leveraged Creative:
• Strategic positioning and launch strategy
• Landing page design
• Email campaign
• Social media campaign
• Product video
• Brochure and collateral
• Rep sales tools