Effective 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. We totally upgraded Paoli’s furniture image library with all new computer generated renderings. These 3D furniture renderings capture their products in relevant real-world solutions and enhance the company’s image by incorporating the brand colors into the textile and room scene environmental/prop choices. This full rebrand was launched for NeoCon with Paoli’s redesigned website, new product brochures, the Go-To-Guide, and revamped showroom. Held at the Merchandise Mart in Chicago, NeoCon serves as the commercial design industry’s launch pad for innovation—offering ideas and introductions that shape the built environment today and into the future.