Role:
Creative Director & Brand Strategist, R&A Marketing
Client:
Critelli Modern, the contemporary sister store to Critelli Furniture in St. Catharines, Ontario. Launched in 2026.
Deliverables:
Brand toolkit (positioning, persona, type system, color palette, photography direction), sitemap, custom web layouts and graphics, landing pages, UI/UX.
The challenge:
Critelli Modern needed its own identity next to a heritage flagship: a brand for shoppers who want modern design without a luxury price.
The approach:
Starting from the logo, I built the toolkit around the line “Modern style, within reach” and one persona, the Savvy Designer. The system pairs Geologica and Roboto with a slate and grey palette. I laid out the homepage from the store’s top-performing categories in its analytics (sectionals, sofas, motion, and clearance) with a dedicated clearance callout, and added landing pages for Motion, Made in Canada, and Magniflex.
Results:
In the first 30 days, average engagement time more than doubled, from about 49 seconds to 1 minute 44 seconds (+114%), and product listing visibility in Google doubled. Over February to April 2026, the search click-through rate rose from 0.60% to 1.42% (+137%) and organic sessions grew 26.3%. Clearance and Bestsellers became the most-visited pages after the homepage and shop, which is exactly the shopper the brand was built for.
