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 full-scale reinvention, so we re-engineered the brand from the store forward. Starting with the new brand essence, “Value Unveiled,” we partnered with internal and external teams to overhaul strategy, identity, and expression, then transformed every touchpoint by re-merchandising, redesigning, and re-signing stores. The result was a fresh, informative, and memorable shopping experience that drove higher traffic, lifted sales, and reestablished Value City Furniture as a relevant force in the marketplace.