Role:
Creative Director & Brand Strategist, R&A Marketing
Client:
Giorgi Bros. Furniture, a family-owned showroom in South San Francisco serving the Bay Area since 1933. Launched October 1, 2025.
Deliverables:
Brand strategy and positioning, brand system (type, color palette, photography direction), sitemap and navigation, custom web layouts and graphics, UI/UX.
The challenge:
The old site had grown to more than 30 main menu items, and the owners asked for one thing: “radically simplify.” The new site also had to launch in time for the previous vendor’s contract to end on September 30.
The approach:
Starting from the logo, I built a brand system grounded in the company’s history, local ownership, and hands-on service. I directed a less-is-more look with generous white space, like the showroom floor, and cut the main menu from 30+ items to 7. Furniture now sits in one menu split into Shop by Room, Category, and Brand, and interior design services, delivery, and financing are presented as reasons to trust the store. Brand and onboarding questionnaires in the first two weeks shaped the direction, and the site launched in 45 days.
Results:
In the first 30 days after launch, compared with the previous 30 days on the old site, unique visitors from search rose 68.6% and total visitors rose 26.1%.
“People like a more simplified, polished look, which gives it a more modern feel.” Alisa Giorgi, Giorgi Bros. Furniture
