One of the largest furniture retailers in America, American Signature, Inc., faced an increasingly competitive category, resulting in significant sales and traffic erosion. Its flagship retail brand, Value City Furniture, needed a 360-degree rebrand. 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 helped develop the brand strategy, identity, and expression. We then completely re-merchandised, redesigned, and re-signed the stores to reflect the new brand, providing Value City Furniture with a fresh, informative, and memorable experience.