American Signature, Inc., one of the nation’s largest furniture retailers, was losing ground with declining traffic and sales as competition intensified. Their flagship brand, Value City Furniture, needed a reinvention, so we re-engineered the brand from the store forward. Guided by the new brand essence, “Value Unveiled,” we partnered with internal and external teams to overhaul strategy, identity, and in-store experience; re-merchandising, redesigning, and re-signing every location. The result: a fresh, memorable shopping experience that reignited traffic, boosted sales, and restored Value City’s relevance.