Second Chance became NWI Appliance & Furniture Outlet without losing the neighborhood

Navy and gold, the real NWI lockup, and a warm illustrated world for the posts instead of cold product shots. The reveal ran as a short campaign: teasers in the last days of September, the name on October 1 with the line Andrea wrote herself (Nothing's changed but the name. Same great service and prices in Lake Station.), and the new website the day after.

The new site has its own furniture department. We built a sync that reads the wholesaler's public catalog into the site, 301 items across 16 categories at launch, with features and measurements, so a shopper browses sofas and bedroom sets on nwiappliances.com and sends a request to the store instead of leaving for someone else's website. Appliances and mattresses have their own pages, financing has a page with the real partners, and every item can be requested with a form that lands in the store's inbox.

Launch was September 30, 2026: domain attached, permanent redirects from every old page address, security headers on, forms confirmed delivering, hours in the schema. A tab icon was added a few days later with the real monogram on the brand navy, never redrawn.

The most valuable asset the store owns online is its Google reviews. A rename done wrong starts that count at zero. We built the Google Business Profile and Facebook kit (logo, covers, twelve untouched store photos, categories, hours, descriptions) so the existing listing gets renamed and the reviews follow the new name.

Posts since the reveal rotate between the store (ranges before Thanksgiving, the mattress floor, delivery and hook-up) and the community: the store sponsors the Unite4Lily benefit dinner, and the raffle-basket and silent-auction posts ran in the week leading up to it. The Google Ads tag went on the site on October 5 so the first campaign can be measured.