Canvas Concepts — re-branding for bigger return
Masterpiece Arts, a maker of fine art canvas, a client since 1996. While developing an ad campaign in late 2002, the owner expressed his struggles to grow in a $1 billion niche market. We were aware that the craft and home improvement segment was taking off post 9-11. We proposed re-branding the same product line for this explosive market—expanding his business into the $20 billion hobby and craft market. We established a new brand and introduced a broad product line at the largest hobby and craft trade show held in the U.S. within 90 days. Shortly thereafter we developed an extention of the line under a licensing and co-branding agreement with Trading Spaces™. The oiginal 300 national accounts grew to 750 accounts in two years.