Chief Marketing Officer
Director of Marketing
An old friend with a new name
After 50 years in business, Mats Inc. needed a new identity to reflect how the company had evolved over the years - from a young couple selling floor mats out of the trunk of the family car to a multi-million dollar (but still family-owned!) commercial flooring leader.
Working with Brooklyn-based agency Standard Issue, Matter Surfaces was born. The new name and style reflected a more high-end, designer look and feel, with three featured flooring brands and curated collections of products across entrance systems, sports flooring, and facilities management.
At the tail end of the pandemic in 2021, our small team took on the monumental task of rebranding all existing marketing collateral, and creating new materials to support sales leadership in markets across the organization.
The first big introduction of the new Matter Surfaces brand was the inclusion of advertising in Interior Design's Fall Market tabloid.
The Spring and Fall Interior Design Market tabloid issues are known as a "showroom in print", and are a premier publication in the interior design industry, with a print reach of over 62,000.
Collaborating with sales leadership, we created brochures for each vertical market, showcasing best use case products and photography across hospitality, multi-family, and healthcare.
In addition to vertical markets, Matter Surfaces offers several curated collections of products. Arrival was the first collection rolled out, featuring entrance system solutions for commercial buildings. In addition to logo design and a full line brochure, I worked with CGI studio Pixel Perfect to modernize the dated Mats Inc. CleanZone infographic.
Mats Inc. Version
Matter Surfaces Version
Email and social channels were also refreshed as part of the rebrand, with a new email template and graphic social posts.
As customers and internal stakeholders are learning more about the new brand, we are continuously accepting feedback to create positive improvements. First up, some adjustments to the Matter Surfaces web site are underway, to improve the home page and provide additional navigation options.