The CITY HOME launch campaign
“Your First Stop for All Things Home.” The campaign platform that announced CITY Furniture is now CITY HOME, and everything it now sells.
The challenge
Announce a new name, and everything that comes with it.
CITY Furniture was expanding its product offerings beyond furniture to encompass every home category, which made the rebrand to CITY HOME necessary. The challenge was to clearly communicate the name change and the category expansion while driving traffic and establishing the brand as the primary destination for all home needs.
The messaging had to shift from simply selling furniture to providing a complete home solution.
The solution
A platform built for clarity and traffic: category-forward, literal and direct.
We developed the campaign platform “Your First Stop for All Things Home.” The concept prioritizes clear information and traffic-driving impact. Instead of leading with emotional or needs-based messaging, it leads with the breadth of what we now sell, and it explains the move from CITY Furniture to CITY HOME in plain terms.
One line, all categories
Your first stop for all things home.
The platform is modular. In digital and other tight spaces, the tagline cycles through new categories, the core and the brand pillars, always returning to “all things home.” In static formats, a single word spotlights one department. The message stays consistent while the campaign grows with the inventory.
Key binding elements
Four elements tie every execution together, from TV to social.
“CITY Furniture, now CITY HOME.”
Clear messaging about the name change in every piece.
Every new category.
A focus on the departments now available under one roof.
“Experience more.”
Strong calls to action built to drive traffic.
The first stop.
CITY HOME as the definitive first stop for all things home.
The messaging ladder
Two lines anchor everything, “CITY Furniture is now CITY HOME.” and “Your first stop for all things home.” Every longer message then climbs from clarity to the feeling of home.
More of home, all in one place.
More categories, more solutions, more services.
Less running around.
A seamless, easier and more exciting way to shop for home.
Furniture is still the core.
Furniture, mattresses and decor, with the value people have counted on for over 50 years.
One rule for every channel
Image leads, copy anchors, CTA drives.
What I led
- Launch messaging framework and toolkit for every channelStrategy
- Produced fully in-house, from concept to final cutIn-house
- Creative directionConcept
- Film shoot executionProduction
- Production oversightProduction
- [Edit, music, delivery]Post
The spot
A :30 for TV and a longer :45 for YouTube. The script opens on the name change, walks through the new categories, reassures that the furniture, mattresses and decor people know are still here, and closes on the promise.
Results
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