Home Furnishings

How we create a destination that reinvents itself each season. High Point Market hosts two major cycles each year: spring and fall. At the center sits The Point, a temporary popup structure in the middle of the street. It’s where panels happen, where designers network, where the market’s latest ideas come to life. But a Read More…

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 Read More…

How five artists transformed an event at Neocon into a must-see event. During NeoCon, the commercial interior show in Chicago, Chicago artist Liz Flores expressed, “Art is Freedom” in an interview promoting our off-campus event. Milliken floor covering’s marketing team Sherry Dreger and Todd Van der Kruik orchestrated a unique experience, deviating from the norm. Read More…

Creating a beautiful website with a custom CMS. In 2009, newly-appointed Universal president Jeff Scheffer made it clear his website had to be one of the strongest components in his marketing toolbox. To make that happen we questioned everything, from how assets were created to how they were described. We knew we wanted the following: Read More…

Leveraging product launch assets to generate sales. Every few months we launch new products for Universal Furniture. Each launch is a big investment for many reasons, especially due to the assets needed to create the marketing, storytelling and promotion of the product. And, like all product launches, there is a sales cycle. The excitement of Read More…

Video is the perfect tool to set the stage for a brand positioning. When the High Point Market starting marketing to interior designers, it completely changed the brand landscape. To tap into that new vibe, one of the vehicles we started with was what we call a brand positioning sizzle video. From this video you Read More…

Building and executing a media plan for High Point Market with proven results. When we took on the challenge of creating and running the advertising for the High Point Market, one mission was clear: to make the spend accountable with 80% of the tactics needing to be trackable. But, that wasn’t our only goal. We Read More…

Rebranding the High Point Market. When I was 17, one of my first jobs at an advertising agency was delivering magazines to showrooms for publishers at the High Point home furnishings market. I was born in High Point and my great grandfather had several businesses in the furniture capital. As a matter of fact, you Read More…

The Explore Home positioning, Universal Furniture My first conversation with Jeff Scheffer was four hours long. Oh yeah, I remember because we stood in place in the Universal Furniture showroom the entire time. Now, I have trained myself to have a steady gaze at the speaker so that they are assured I am listening. But, Read More…