Akron Flooring and Ceiling was in a headlong crisis regarding its image. After all, the company had expanded its services to include commercial space planning services far beyond the scope of floors and ceilings, and the Akron marketplace for that matter. A new identity was sought to help alter perceptions about the company's image and brand essence. Caler&Company met with owners and managers as well as customers to assess the organization's qualities and shortfalls. When AFC purchased an old church and decided to renovate it for its new corporate headquarters, the steeple itself provided us with inspiration. A pyramid, a lasting symbol of architectural integrity, was inverted. A globe was inserted to represent interior space. A marketable position was added, "Spaces that Mean Business", to assertively communicate that enhancing business is AFC's primary value proposition. An entire creative platform was launched to rejuvenate a tired brand.