Unlock Character for Gunlocke

Architects and interior designers striving to put their mark on the spaces they design
Creating harmonious, productive, and inspired workplace environments
Revealing possibility, productivity, imagination and integrity right in the brand’s name with GUNLOCKE CHARACTER.
As a manufacturer of custom, high-end office furniture, hidden away in Upstate New York, Gunlocke needed support in communicating their unique, handcrafted and relentless commitment to delivering pieces that are well-built and rich in character.

For ambitious Architects and Designers, only Gunlocke is truly devoted to creating harmonious, productive, and inspired workplace environments that reveal life’s character. GUNLOCKE CHARACTER reinforces the concept of individual achievement and reintroduces the beauty of Gunlocke design by revealing possibility, productivity, imagination and integrity.
Optic Sky worked on our brand video. Photographer Grant Taylor shot stills for our showroom activation. Lincoln Barbour photographed interiors and the furniture for our product work, and Rhea Anna shot the advertising imagery with models.

Brand Activation:
Integrated Campaign

My Roles:
Creative Direction
Art Direction

Collaborators:
Robin Lohkamp (CW), Karrie Gurnow (AD), Ian Maroney (Dev), Grant Taylor, Rhea Anna, Lincoln Barbour (Photo), Optic Sky (Video)

This Character Lives Here video set the tone for the new brand manifesto and told Gunlocke’s story in their showrooms and at Neocon.

We brought Gunlocke's brand story to life with a new, mobile-friendly website with tools and resources to help architects and designers spec the right furniture solutions.

Gunlocke had stringent rules regarding their photography for collateral and advertising, which we thought was too sparse and clinical in its approach. To reveal the true form and function of their beautiful pieces, we encouraged the company to allow us to include humanity within the imagery for advertising, from people representing the professionals that would utilize the furniture to props on their furniture to better depict how the furniture would appear in real life.