Furniture.com

Shaped a verbal identity that’s spirited, inviting and designed to feel like home.

I was commissioned by the team at Studio Dumbar/DEPT® to establish a verbal identity for Furniture.com: the digital aggregator tool and platform owned by America’s third-largest retailer, Rooms To Go. The ultimate goal of the rebrand , and by extension my work in shaping the brand’s voice, was to position Furniture.com as a go-to online resource enabling customers to discover, search and find furniture across a myriad of retail locations. I worked closely with the agency’s head of strategy to ensure the resulting guidelines reflected the brand’s new positioning. My involvement on each project also included hosting client workshops, presenting to senior management and delivering final set of written guidelines.