Relaunching a challenger: Introducing coreldraw graphics suite for mac

Dare to design differently.

Published On
Jul 23, 2019


In 2019, after 18 years, Corel was returning to the graphics suite software for Mac market. In the time they were absent from the market, Adobe continued to dominate.  Going up against a "Goliath" like Adobe may seem crazy to some, but with a great product and attention-getting marketing we knew we could take a bite out of their market share.

Response developed the launch campaign with the insight that those who choose to use software that isn't the mainstream choice have a bit of an independent streak in them. And that independent streak perfectly aligned with Mac users. We wanted to show what was possible to create with the software and used beautiful creations created in CorelDraw.

It was also important to show how the product was built from the ground up to be native to Macs. The Corel team worked with Apple to use familiar Mac user interface elements in the software that felt familiar. In video and other supporting materials we incorporated what was unique and recognizable to every Mac user, the Dock, shapes of user interface elements, and more.

The campaign launched in March of this year and the early results of the product gaining traction are very promising.

Client quote:

“Regular status meetings and organized project plans ensured this massive project stayed on track. Response Agency delivered on all the items in our brief, and the team was a joy to work with. Everyone is happy with the campaign that Response created for us, and to date it's proving successful in market.” - Melanie Hyde, Sr. Product Marketing Manager, Corel

Work page on our website:


Jul 23, 2019
Agency :
Response Marketing
VP Creative :
Steve Badowski
Art Director :
Tanya Kanner
Copywriter :
Jason Rose
Motion Designer :
Chris Rollins
President & Strategist :
David Klineberg
VP Client Services :
Kim DeMartino
Client :
Sr. Director of Products :
John Falsetto
Sr. Product Marketing Manager :
Melanie Hyde

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