The blueprint for a billion-dollar brand
Sleepys was one of Mattress Firm’s top performing brands and they wanted to take it further. Their goal: make Sleepys a billion-dollar sleep brand positioned at the intersection of comfort and engineering. We rebuilt Sleepys to have a distinctive space within the Mattress Firm brand, protecting existing brand equity and creating a seamless transition to Mattress Firm’s larger sleep expertise strategy.
Like the best mattresses, our brand system is all about components
The Sleepys brand system is built on simple shapes that bring the technology inside the mattress, out. These graphic glyphs play a key role in everything from our product line logos to content containers.
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As the design lead across the Mattress Firm account I oversaw all projects under our multi-year brand transformation. Our masterplan for Mattress Firm had its expertise divided into three pillars, retail, product, and content, with Sleepys earmarked to lead the product pillar. The challenge for Sleepys was to maintain existing equity but to shift it from a value brand to something that matched the more premium brand it was becoming.
Over the course of a year I worked closely with the Mattress Firm client to develop the Sleepys brand identity from concept through execution. I also worked with their product teams to define their product architecture, aligning and renaming existing products, while making space for future products. The project was such a success the client increased our scope so that we could take on the additional Mattress Firm sub brand refreshes.
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Design
Lia Sfiligoj | Kevin McCullamStrategy
Gideon Olshansky | Justin SchneiderAccount
Frank Renwick | Nivie Roberts