VALUE CITY FURNITURE

One of the largest furniture retailers in America, American Signature, Inc. faced an increasingly competitive category and as a result, significant sales and traffic erosion. Its flagship retail brand, Value City Furniture needed a 360-degree re-brand. We helped to re-engineer the brand from the store forward. Using the new brand essence "Value Unveiled" and partnering with various external and internal groups we developed the brand strategy, identity, and expression. Stores were completely re-merchandised, re-designed, and re-signed to reflect the new brand giving Value City Furniture a fresh, informative, and memorable experience.

Brand Strategy / Brand Identity / Brand Expression / Store Design / Environmental Branding / In-Store Communications / Creative Direction / Art Direction / Graphic Design / Production / Copywriting / Brand Identity: Lippincott Store Fixtures & Displays: Imperial Design + Display