To mark 40 years as the St. Louis market leader, CI Select partnered with my team at Arcturis to evolve its legacy brand into a bold, modern identity. Moving beyond a simple refresh, the team utilized deep research into the brand and developed user personas of their target audiences to guide the design process. We developed a strategy rooted in Midcentury Modern principles—reflecting the timeless, functional design of the furniture brands they represent. The resulting system features a warm, restrained color palette and a customized logotype mark. This sophisticated transformation balances 40 years of equity with a future-proof vision, replacing a limited brand aesthetic with one of clarity and confidence.