Fact: The whip is the first man made object to break the speed of sound.  That ‘crack’ is in fact… a sonic boom.   The result of rapid acceleration and perfect timing: a punctuation of both time and space.  It is the sound of speed and the speed of sound.

Crack stewards inspiration to the brand experience.  Crack connects brand experiences to people.  Crack is the sound of art, lifestyle and retail colliding.

Crack is an augmentation of IDL worldwide that strategically designs, curates and executes elevated consumer experiences for environments where brands connect with people Crack works with brand managers, agencies, architectural firms and event marketers to produce and manage programs and events from concept to completion – then helps connect them to national and international retail programs.

Crack’s creative director, John Schreiber defines the value proposition, “Too often, we see a big disconnect between the original aspirational brand idea and it’s eventual translation at the level of execution.

That’s what makes Crack and IDL worldwide the perfect compliment.    Together, we can do more than just help create that heightened pure brand expression but then steward it, without dilution, from the event side to the retail channels and ultimately the customer.”

Matt Tatum, Jeff Fleury and John Schreiber lead Crack on new initiatives that require the kind of experiential design, strategy and thought leadership that it provides. Matt brings more than 5 years of program execution with clients such as Nike, Adidas and Microsoft.

For 20 years, Jeff Fleury has also engineered and managed exhibit and event driven programs.  John has over 17 years experience in retail design, brand strategy and consumer insight.

“Crack was created to provide an exceptional end-to-end client experience,” says Bryan Laing, lead brand strategist. “We wanted to create a hyper responsive team of savvy project managers, designers, engineers, producers, and installers that can take inspiration from zero to one hundred quickly, delivering the intended pure brand experience.”