Effective product brands don’t sell product, they sell culture. This is exemplified in the complete company rebrand we created for Paoli, a contract furniture company out of Orleans, Indiana. Delivering a personally-resonating experience, the new logo is designed to be Paoli’s very human signature. A casual blue and a neutral grey are Paoli’s colors. Paoli’s image library captures products in relevant real-world solutions, and the brand’s most important touchpoint—its people—is featured in a consistent, and expandable, photo style for the Faces of Paoli campaign. All these brand elements launched with Paoli’s website and initial catalog, the Go-To-Guide.