IdeaPaint “Spider Web”

Mullen’s “Expand your canvas” effort for IdeaPaint transforms what could easily have been a dry b-to-b pitch into something a bit more special. According to its Web site, the company sells “a single-coat roller-applied paint that transforms any smooth surface into a high performance dry-erase writing surface. IdeaPaint is perfect for the conference room, creative spaces, classrooms, home office.” That’s nowhere near the proverbial 1,000 words, but it’s still a mouthful. Mullen’s use of pictures to illustrate product concepts is both aesthetically appealing and strategically smart. Moreover, the drawings visually fuse art and commerce — note the business phone trapped by the spider’s web, its delicate filaments trailing off to a sales chart nearby — without straining the metaphor. The traditional whiteboard is only large enough for the chart; customers seeking deeper ideas and insights need IdeaPaint. Besides, who wouldn’t want to draw on their workplace walls and not get tossed from the daily meeting? –David Gianatasio