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From CITY Furniture to CITY HOME

Rebranding the biggest furniture retailer in South Florida meant turning a trusted 50-year legacy into a modern design destination. The new identity is built around an interlocking symbol that unites discovery with the feeling of home, carried as one flexible system across every touchpoint, from showrooms and trucks to digital, print and the people who wear it.

Client
CITY Furniture / CITY HOME
Role
VP of Creative / Creative Director
Year
2025 · Launched 2026
Scope
Rebrand, identity, photography, digital, print, environmental, fleet, uniforms, brand guidelines
CITY HOME wordmark over a close-up of upholstered fabric CITY HOME logo and house symbol on a construction grid CITY HOME color palette: black, CITY red, gray and beige Highland Collection dining room photography Proxima Nova, the official CITY HOME typeface Fall, Summer and Winter 2026 catalog covers Summer catalog resting on an upholstered chair Lifestyle photography: a woman relaxing on a sofa with her dog Product detail page photography grid Black CITY HOME tote bag with the house symbol CITY HOME Instagram posts The CITY HOME website on a laptop The CITY HOME Brand Standards site CITY HOME credit card CITY HOME launch emails CITY HOME social post grid The CITY HOME mobile site Color story photography: living room with an orange accent chair CITY HOME business cards CITY HOME email signature CITY HOME showroom exterior and interiors CITY HOME delivery truck design CITY HOME operations uniforms: polos and tees CITY HOME wordmark on black