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

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