1. 1AFR®
Our Brand Story
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
ORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUN
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EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
ORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUN
UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
ORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUN
UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
ORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUN
UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
EOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNERSHIP . PEOPLE . TEAMWORK . SE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
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UNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALUES . VISION . COMMUNITY . PARTNE
A F R ®
F U R N I T U R E R E N T A L
OUR
BRAND
STORY.

2. 2 AFR®
Our Brand Story
TABLE
OF
CONTENTS
Our Brand Story 3
Our History 5
Our Customers 9
Our Brand Vision 10
Our Brand Values 1 1
Tone of Voice 18
Contact Us 19
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISIO
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERS
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALU
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISIO
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERS
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALU
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISIO
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERS
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALU
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISIO
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERS
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALU
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISIO
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERS
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALU
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISIO
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERS
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISION . PARTNERSHIP . PEOPLE . TEAMWORK . VALU
TEAMWORK . COMMUNITY . VISION . PARTNERSHIP . PEOPLE . VALUES . SERVICE . VISIO

3. 3AFR®
Our Brand Story
OUR
BRAND
STORY
From modest beginnings in 1975 as a local
Residential Furniture company in Philadelphia,
Pennsylvania, today, American Furniture Rentals
is 90 times the size we were when we began.
We are now the second largest furniture rental
company in America. Our journey has been one
that is filled with purpose and humble pride over
the last 40 years.
Today, we are a national company
with five divisions including
Residential, Commercial,
Special Events, Trade Show
and Clearance Centers with 22
distribution centers across the
United States. We are a small
company with big goals and the
ability to delivery them.
As we continue to grow, it
is important that our people
understand the story of the AFR®
Brand, our history, company
culture, and what makes us
who we are along with how we
communicate our mission to our
colleagues, clients, and partners.

4. 4 AFR®
Our Brand Story
OUR
BRAND
STORY
How we do business is rapidly changing, and that means
that a new story will emerge in the future. It is one that
will bind our history and values with new technologies and
ways of connecting and engaging the customer – and
ultimately – how we build the AFR®
Brand.
Nothing can communicate our brand better than the
adventures and experiences that have helped us shape our
identity through the years. The AFR®
story continues to be
written, and we look to the future with great anticipation of
the success that the unwritten chapters hold.
We are glad you are on the AFR®
journey with us.
Tricia Schmitt
Chief Branding Officer

5. 5AFR®
Our Brand Story
OUR
BRAND
HISTORY
Many of our people have been with AFR®
for many years, and know our history.
With the flourishing growth of the company, many people do not know the
backstory and significant milestones throughout.
Here you will find them.
IT IS IMPORTANT TO UNDERSTAND WHERE WE
HAVE BEEN TO ENVISION WHERE WE ARE GOING.

6. 6 AFR®
Our Brand Story
OUR
BRAND
MILESTONES
1975
AFR®
files as a corporation, and
opens in Philadelphia, PA.
1989
Jerry Hellmann
joins Scholnick as
Co-Owner of AFR®
1998
AFR®
acquires
Nationwide Furniture Rentals
2000
AFR®
acquires
Best Furniture Rental
1983
Neil Scholnick
acquires AFR®
1996
Delaware
Grand Opening
2001
Richmond, VA and
New York Metro
Grand Openings
1999
AFR®
opens in Jessup, MD to serve
Baltimore and Washington, D.C. areas

7. 7AFR®
Our Brand Story
2002
AFR®
opens in Boston, MA
2005
AFR®
opens in Rocky Hill, CT
2008
AFR®
opens in Orlando, FL
and Las Vegas, NV
2011
AFR®
acquires Plush Event Furnishings,
opens in San Diego, CA
2004
AFR®
acquires Aaron’s Corporate
Furnishings in Philadelphia
2006
AFR®
enters the Event and Trade
Show industry, opens in
Charlotte, NC
2012
AFR®
acquires Aaron
Rents Office Division and
Agile Trade Show
Furnishings, opens in
Atlanta, GA, Chicago, IL,
and Los Angeles, CA
2010
AFR®
acquires Room Service Rentals,
opens in Miami, FL and Dallas, TX
OUR
BRAND
MILESTONES

8. 8 AFR®
Our Brand Story
2014
AFR®
opens in San Francisco, CA
2015
AFR®
celebrates
40th Anniversary!
OUR
BRAND
MILESTONES

9. 9AFR®
Our Brand Story
OUR
BRAND
CUSTOMERS
OUR CLIENTS EXPECT:
• Quality, Stylish Product
• Value
• Exceptional Customer Service
• Personal Relationships
• Quick Response Times
They want small company familiarity with big
company execution. We can deliver their expectations
and desires because of who we are as a brand and
our shared purpose with them.

10. 10 AFR®
Our Brand Story
OUR
BRAND
VISION
The AFR®
Brand Vision is to
delivery high quality, stylish furniture
and accessories for our customers while
providing them with a dedicated and consistent
level of customer service throughout the entire
process. Service that they will not find
anywhere else.
The AFR®
brand vision communicates our place in the
world. It is a statement that defines our purpose and spells
out the job we have to do. It is a clear view of
the brand as we are now, where we are headed, and
who we will become in the future.
Even with the business climate changing via new
technology and ways of doing business, one thing that
does not change is our vision. It is a long-term investment.
In order for our brand vision to flourish, we must believe
in, and embrace it daily. The culture of AFR®
and its
personality created a positive experience through every
interaction and touch point both internally with our
teammates, and externally with our customers.

11. 11AFR®
Our Brand Story
OUR
BRAND
VALUES
AFR®
brand values are our truth. They are the profoundly rich elements that
cannot be captured within our brand vision statement. These elements are
what we believe in, how we craft strategy, and how we make decisions that are
best for the company and its people. Brand values are our guiding chart as we
plot our course of business.
People
Community
Teamwork
Partnership
Quality Service
Involvement

12. 12 AFR®
Our Brand Story
WE
VALUE
PEOPLE
Since we started the company in 1975, a lot of
things have changed. Our logo has changed, our
buildings have changed, and our technology has
changed. But our people have always been, and
always will be, the heart of our business. Our quality
products and unique services make us great, but our
people make us AFR®
.
We encourage and attract wildly creative people,
bold, unique personalities whose passion for
what they do shows in the product, the customer
experience, and the personality of our brand. Our
people are the most essential part of the success
that we enjoy today.

13. 13AFR®
Our Brand Story
Partnership is centered on mutual understanding
and working together with a shared vision and
outcome. It means sharing ideas and collaborating
with our clients and business partners.
Partnership creates a strong bond, and a solid
foundation from which to operate. We believe
that “together” achieves great results.
WE
VALUE
PARTNERSHIP

14. 14 AFR®
Our Brand Story
WE
VALUE
TEAMWORK
Like partnership, teamwork is also centered on
mutual understanding and working together with a
shared vision and outcome. It means sharing ideas,
collaborating, communicating well and helping one
another internally across departments and divisions.
Teamwork is about creating an environment that works
to elevate everyone on the team from Executives
and Support Staff to Sales and Operations. It is about
building a community where everyone thrives.
Teamwork creates a strong bond, fosters success, and
provides a keystone platform from which we operate
to yield amazing results.

15. 15AFR®
Our Brand Story
Everyone always claims to have the best service.
That is usually where the story ends. At AFR®
, we go
above and beyond to provide unparalleled service that
exceeds client expectations. Then, we take it a step
further. If there is way to make a customer’s idea work,
and it makes sense for our business, we are going to do
it. Quality service feeds directly back into our values of
partnership and teamwork.
Service at AFR®
is not only about consistent delivery,
it is about going above and beyond when there is no
expectation or problem to fix. It is about delivering an
experience that our customers cannot find anywhere
else. From our interns to our owners, great service is
an integral part of the AFR®
brand.
WE
VALUE
QUALITY
SERVICE

16. 16 AFR®
Our Brand Story
WE
VALUE
COMMUNITY
INVOLVEMENT
As our Co-CEO Jerry Hellmann states, “Charity is an
obligation, not an option.” AFR®
is a socially responsible
company. Being good neighbors doesn’t just mean
keeping our parking lots trash free and our buildings
looking nice. Working charitably in our communities and
within our industry is a part of woven tapestry that is AFR®
.
Volunteering with industry affiliated associates and boards
affords a two-pronged benefit. First, it allows us as a
company to give back to the industry that supports our
livelihood, and secondly, volunteering presents a unique
opportunity to build relationships, and identify future
business and partnership opportunities.

17. 17AFR®
Our Brand Story
AFR®
takes philanthropy very seriously as well. Helping those
in our neighborhoods and communities who have been
victims of catastrophe or tragic circumstances is vital.
“Together We Can” is our company initiative. We have
partnered with national organizations including St. Bernard’s
Project, Event Pros Take Action and Friends of Rockaway to
change the lives of people stricken by Hurricanes Katrina and
Sandy to help them rebuild and get back in their homes.
Other company initiatives include helping families in need,
toy and food drives, as well as many locally based projects
throughout the year that allow us to give back on many levels
in all of our locales. To find out how you can get involved in
any of our company sponsored events, please contact
Tricia Schmitt at tschmitt@rentfurniture.com.
WE
VALUE
COMMUNITY
INVOLVEMENT

18. 18 AFR®
Our Brand Story
OUR
TONE
OF
VOICE
Delivering on our brand position depends in no
small way upon the voice, which we use in our
externally facing communications. Done well,
“tone of voice” allows the brand to convey its
values or qualities through written language.
It is the “personality” of AFR®
in the minds of
our customer.
With our brand values of People, Partnership,
Teamwork, Quality Service and Community
Involvement, it is critical that all messaging
and communications support AFR®
Brand
Values externally.
These words are a list of characteristics that we use to internally
define the communication approach and embodiment of our
values. Our tone of voice, the content we choose, and the way
we talk to our customers about things is our delivery style.
This communication approach also assists in the development
of brand reflective marketing and graphic elements.

19. 19AFR®
Our Brand Story
DO YOU HAVE QUESTIONS? IDEAS?
WE WANT TO HEAR FROM YOU!
CONTACT
US
Tricia Schmitt
Chief Branding Officer
856.406.1206
tschmitt@rentfurniture.com
www.rentfurniture.com

20. 20 AFR®
Our Brand Story
W H E R E S T Y L E M E E T S Q U A L I T Y A N D S E R V I C E