The furniture Gunlocke handcrafts every day is as rich in integrity as the company's history is in achievement. But 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. After eight months of dialogue with the architect and design community to better understand their needs, 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 2016 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.