Top Liner partnered with Idea to Edit to build a scalable foundation for growth across their dealer network, starting with a clear and consistent brand. We developed a visual system that elevated their identity across every touchpoint, ensuring the brand feels strong, cohesive, and recognizable. From there, we designed and built both the main brand website and a scalable dealer website system, allowing rapid deployment of individual dealer sites from a single foundation, built to scale from a handful to hundreds. To support growth and adoption, we produced a national broadcast commercial aired on FOX Sports, along with training content that helps dealers understand and sell the product effectively.
Services
Production
Branding & Strategy
Website
Digital Marketing
Designing
AI Solutions
Client
101 Distribution
Year
2025, 2026
Top Liner is a next-generation spray-on bedliner company founded by Claudio Burtin, the creator of LINE-X. Built on decades of industry experience and advancements in material technology, Top Liner introduces a faster, more advanced formula that dries in seconds and is designed to outlast the lifetime of a truck.
As a new brand entering the market, Top Liner had no existing foundation. There was no branding, no website infrastructure, and no training material or marketing content.
That’s where Idea to Edit stepped in.
Branding and Visual System
We started by building the brand from the ground up.
Through research focused on the core audience, primarily truck owners, we developed a visual identity system designed to resonate with a performance-driven and utility-focused market. The goal was to create a brand that feels strong, reliable, and premium while still being accessible.
The result was a cohesive system that could carry across web, content, and real-world applications.
Building a scalable web system
With the brand in place, we moved into building the digital foundation.
We began with a dealer-focused landing system designed for customers to find local dealers and book spray-on bedliner services in their area. While simple on the surface, it was built as a repeatable system that could be used across every future dealership.
From the beginning, scalability was the priority. The structure allows Top Liner to grow from a handful of locations to hundreds without needing to rebuild or redesign each time.
Alongside this, we designed and developed the main brand website. The platform needed to support multiple use cases, including product education, dealership inquiries, and general business communication. With several layers of functionality and custom requirements, we built the site on WordPress using custom development to ensure flexibility and long-term performance.
Content Production and Training
While developers were building websites, our production team led a full-scale shoot in Adairsville, Georgia.
Over a two-day production, we filmed multiple trucks being sprayed and built a complete dealer training system. The shoot used a multi-camera setup, including RED Komodo cameras, to capture every angle with precision and consistency. At the same time, we produced high-end photographs for use across the Top Liner main site, dealer network sites, and Burtin Polymer Innovations, ensuring a cohesive, premium visual identity across all touchpoints.
This resulted in a detailed training video led by Top Liner specialists, covering preparation, application, and product handling.
The final content was edited to be clear, engaging, and easy to follow, with custom motion graphics used to simplify technical processes and improve understanding.
Advertising and launch
Following production, we produced a national broadcast commercial for Top Liner.
Using a blend of original footage captured during our two-day production at Top Liner’s headquarters in Adairsville, Georgia, licensed NASCAR and Trans Am content, custom motion graphics, and an original score, we produced a 30-second broadcast spot mixed in full 5.1 surround sound.
The commercial aired on FOX Sports during a NASCAR Craftsman Truck Series race at Daytona, introducing Top Liner on a national stage. Delivery was handled through industry-standard broadcast platforms to meet all technical requirements.
The Top Liner project extended beyond a single commercial into a broader content and brand-building initiative.
The 30-second broadcast spot aired on FOX Sports during a NASCAR Craftsman Truck Series race, placing the brand in front of a national audience and establishing immediate credibility within the automotive space.
Beyond broadcast, the content created was repurposed across digital platforms, social media, and dealer networks, allowing Top Liner to maintain a consistent and high-impact presence across multiple touchpoints.
This project also laid the foundation for ongoing creative collaboration, including additional content production, brand development, and marketing strategy. The work demonstrates Idea to Edit’s ability to deliver broadcast-quality advertising while supporting long-term brand growth.
