Recognition of the values at the brand’s foundation had been lost among their audience in recent years. It was time to refocus on what made Gunlocke, Gunlocke. We uncovered a deceptively simple idea—that the way we work, think, lead, learn and create is directly impacted by the spaces we inhabit.

Across advertising, collateral, video, and a showroom redesign that launched at NeoCon in Chicago, we reinforced the concept of individual achievement and reintroduced the beauty of Gunlocke's craft to help reveal possibility and productivity, imagination and integrity.