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Thirty-Year-Old Office Furniture Dealership Partners with Innovative Creative Services Agency to Usher in New Company Culture, Fresh Approach

[EDITOR’S NOTE: A video interview with Delve Interiors about their rebranding is available.

August 6, 2013: Innovative creative services agency The Marketing Machine ( is in the midst of launching a complete rebranding effort for Delve Interiors to help usher in a new company culture and fresh approach within the contract furniture industry.

The company had been known as Macthrift Office Furniture for the past 30 years under previous ownership.

“We not only wanted to hire a group with great artistic talent, we wanted to really partner with an agency that could lead us through what could have been a daunting process that drained our in-house resources,” said Delve Interiors Owner Ed Boiar, adding, “The Marketing Machine provided excellent ideas, a comprehensive plan and did the dirty work so we could focus on providing experience-driven solutions for our customers.”

In addition to the company’s logo, The Marketing Machine developed the company’s new name: “delve” is both a nod to the company’s new approach and an acronym in which each letter represents an attribute of the corporate vision – Design, Experience, Livability, Value and Execution. The agency also developed core messaging to help communicate the brand’s vision internally, corporate identity materials, truck and building signage and an email and web landing page to announce the launch to customers and industry peers.

“One of the major challenges with the rebranding was balancing the old with the new. We wanted to support the expectation that the company would offer quality furniture from leading manufacturers while highlighting the company’s new commitment to a consultative, relationship-driven approach that will ensure customers get functional, compelling interior spaces with a creative design aesthetic,” Paul Spinak, president and creative director of The Marketing Machine, said.

With Delve Interiors moving into the contract segments of the office furniture market, The Marketing Machine had to take care in crafting a brand that would attract a new audience while continuing to support the company’s existing customer base.

“Delve’s foundation of quality is its people and their belief in leaders (not managers), select products and their creative approach. These attributes will resonate and convey a deeper value in the customer experience,” Spinak explained.

The logo and branding elements are intended to communicate the essence of Delve Interiors: modern, quality products; friendly, approachable style. “A deliberate choice was made to keep the logo simple, without an icon,” Spinak added. “We all believed a simple, clean statement best reflected the style and personality of the new company. The earth-tone colors further contribute to the modern, approachable look and feel, while subtly communicating the modular lines that are the cornerstone of today’s commercial furniture applications.”

Delve Interiors offers award-winning furniture from top manufacturers, including the full line of Allsteel products, Gunlocke, HBF, HON and Indiana Furniture, as well as an extensive collection of 300 additional manufacturer product lines throughout North Carolina. The company’s new headquarters and innovative working showroom is in Raleigh, with operations in Burlington, and local showrooms located in Charlotte, Greensboro and Greenville.

The Marketing Machine uses its portfolio of essential core services to keep clients’ brands in front of prospects and customers and to grow their market share, providing quality, innovative marketing consulting; advertising campaign development; creative services; web design, strategy and internet advertising; direct mail; email marketing; and a wide array of supporting services such as video production, photography and public relations.

For more information about The Marketing Machine, visit

About The Marketing Machine: The Marketing Machine is your go-to partner for comprehensive branding, marketing expertise and strategy, campaign planning, project management and graphic design solutions. We are an innovative creative services agency specializing in helping our customers grow their businesses, whether it’s a company getting serious about their marketing or a high-profile nonprofit or corporation whose marcom staff is wearing too many hats and needs a reliable partner. The Marketing Machine boasts years of experience and expertise working with business owners, C-level executives and marketing directors as an outsourced member of their internal team, enabling TMM to address every project with open communication and a focus on professionalism. Our creativity-friendly business structure and location in the heart of the action in downtown Raleigh help create an environment of excitement and innovation in our team that’s passed along to our clients in the work we do. Learn more about how you can start building and maintaining a strong brand at

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