Challenge
At IMTS 2018, MSC wanted to shift perceptions from being seen as a distributor to being recognized as a strategic partner that combines people, technology, and insight to make customers better. The exhibit needed to demonstrate how MSC’s integrated sales platform—MRO Go—translates expertise into measurable cost savings and operational efficiency. The challenge was to create an experience that attracted the right audience, communicated tangible value, and reinforced MSC’s message: Built to Make You Better.
At IMTS 2018, MSC wanted to shift perceptions from being seen as a distributor to being recognized as a strategic partner that combines people, technology, and insight to make customers better. The exhibit needed to demonstrate how MSC’s integrated sales platform—MRO Go—translates expertise into measurable cost savings and operational efficiency. The challenge was to create an experience that attracted the right audience, communicated tangible value, and reinforced MSC’s message: Built to Make You Better.
Approach
As Associate Creative Director, I led concept development for the booth experience and supporting content strategy. Drawing on insights from previous IMTS events, our team designed an interactive environment that positioned MSC as both a thought leader and a problem-solver.
As Associate Creative Director, I led concept development for the booth experience and supporting content strategy. Drawing on insights from previous IMTS events, our team designed an interactive environment that positioned MSC as both a thought leader and a problem-solver.
We developed the concept “Insights Factory”—a physical and digital storytelling experience that visualized how MSC transforms customer challenges into results. The booth featured video installations, product showcases, and interactive screens that demonstrated real customer outcomes such as reduced downtime, optimized inventory, and millions in cost savings. Each station—Go See, Go Do, Go Save, Go Again—represented a step in MSC’s process, combining human expertise with data-driven technology.
The museum-style layout invited attendees to explore at their own pace while guided by staff who connected the stories to real-world applications. Beyond the show floor, a connected experience extended through MSC’s Better MRO platform, where visitors could continue exploring insights, tools, and case studies after the event.
Outcome
The exhibit reinforced MSC’s position as a trusted partner rather than a commodity supplier. The experience aimed to generate high-quality leads and strong engagement from key manufacturing audiences, including engineering, production, and management roles. Feedback from both attendees and stakeholders confirmed that the “Insights Factory” theme successfully demonstrated how MSC’s people and technology work together to drive customer performance and savings.
The exhibit reinforced MSC’s position as a trusted partner rather than a commodity supplier. The experience aimed to generate high-quality leads and strong engagement from key manufacturing audiences, including engineering, production, and management roles. Feedback from both attendees and stakeholders confirmed that the “Insights Factory” theme successfully demonstrated how MSC’s people and technology work together to drive customer performance and savings.
Agency: Manifest
Role: Associate Creative Director
Role: Associate Creative Director
