The furniture Gunlocke handcrafts every day is as rich in integrity as the company's history is in achievement. But with the massive shift in offline dynamics, 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, and reconnect with the architect and design community on a deeper level than cost and quality.
After eight weeks of dialogue with architects and designers, we uncovered the feeling that drives them and their work is creativity. And for their clients it’s the feeling of achievement. Knowing the emotions our work needed to evoke led us to the deceptively simple idea. The way we work, think, lead, learn, create—and feel—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, and creativity.
Pipeline growth saw a dramatic 25% increase immediately following rebrand and continued to grow an average of 22% over two quarters
16% increase in web traffic following brand introduction
Product pages saw healthy increase in selection and ordering, including a 41% for leading products after one quarter
Pricelists evaluation and downloads increased 22% over two months