Client
Value City Furniture & Mattress NJ
A regional furniture retailer known for offering value driven products with a focus on community engagement and local market responsiveness. They were looking to change their name to VC Home Furniture.
Project Type
Brand Strategy, Brand Guide, and Visual Identity
Role
Senior Designer & Creative Lead
Developed and executed regional brand campaigns, in-store promotions, and digital assets. Oversaw the creative alignment of marketing efforts across locations, ensuring consistency with national partners while tailoring execution to local customer needs.
Overview
Value City Furniture & Mattress set out to reintroduce themselves under a fresh banner: VC Home Furniture. The goal was to modernize their identity while keeping the warmth and trust the brand had built over the years. They needed a complete brand guide that could unify their look, tone, and customer experience across every touchpoint. From in store, online, and marketing.
Creative Approach
I developed a cohesive visual and verbal system designed to feel timeless yet contemporary. This included refining the logo, creating a warm and versatile color palette, selecting typography that balanced style with readability, and establishing clear photography and design standards. The brand guide also defined the tone of voice, messaging pillars, and visual hierarchy, giving the internal team and external partners a blueprint for staying consistent.
The guide was built as both a rulebook and an inspiration source that is easy to reference, easy to implement, and adaptable for future growth. It covered everything from digital headers and social content to in store signage, promotional campaigns, and print materials.
Results
The new VC Home Furniture identity gave the brand a clear, confident presence in the marketplace. With a consistent design system and defined tone of voice, their marketing became more recognizable and effective, building stronger connections with their customers. The brand guide continues to serve as the foundation for their creative decisions, ensuring every piece of communication reflects the updated vision.
View the full brand guide here:
VC Home Furniture Brand Guide
