Crobar Creative

Crobar Creative works out of Greensboro, where it has operated since 2002 inside a niche corner of advertising: the home furnishings and flooring industry. Clients include Parador floors, Milliken Floor Covering, MDC Interior Solutions, Universal Furniture, and Stanton Carpets — manufacturers and distributors whose marketing has to reach interior designers, retailers, and trade audiences rather than general consumers. Parador's communications, for instance, require handling multiple languages, reflecting the international reach of that business.

The agency's work spans strategy and branding, advertising and design, digital solutions, social media, photography and video, licensee branding, and media buying. It identifies and purchases ad space on channels suited to a given target audience, produces brand films and explainer videos, and builds event and trade show graphics for industry gatherings. Email marketing aimed at high-end designers is part of the mix, reflecting how much of this industry's business runs through design specifiers rather than end buyers.

Proof of that focus shows up in specific projects: a positioning sizzle video for Milliken Floor Covering, a NeoCon launch built around Milliken's HybridForm product, and a Universal Furniture positioning effort that played out over ten years. Crobar rebranded Stanton Carpets to match an evolved product portfolio, took on the rebrand of a magazine, and rebranded what the agency describes as the largest and oldest home furnishings market. MDC Interior Solutions, another client, works with dozens of manufacturers, adding another layer of complexity to the messaging Crobar produces for the trade.