For over half a century, GAR has been making great furniture for hospitality environments. To tell their brand story cohesively, we embarked on a company-wide brand discovery. Its insights led us to craft a brand built on its ‘true’ values. Made of a new visual language (codified in its logo lockup, color palette and design elements) and a personal voice (speaking through a new tagline, value proposition and messages). Since then, we’ve created event materials, print collateral, product catalogs, even a ‘mini-chair’ direct mailer… all in the same look and voice. So that each time GAR talks to their employees, partners and customers, ‘Great conversations start here’.