Mattress Firm
Droga 5 / Full-time, 2019
Role
Design Director
Tasks
Design, Design Direction, Art Direction
Mattress Firm asked to modernize their brand to compete with more trendy startups in the space. They didn’t want to change their logomark or their colors (too much) while still having a visually captivating brand for their hard-hitting messaging. This work is primarily for their advertising, stores, and TVC.
Because their entire brand and company DNA is around beds, inspiration came from the beds’ shapes themselves. With their wide variety of brands, sizes, and varying customers, shapes are layered to create a feeling of multiples (1+1=3). The result is a dynamic evolution of their previous brand.
Concerned about the complexity of this type of design system, a layered system was developed for ease of implementation.
Shapes — Using templated “Graphic Bed Shapes,” or GBS, the layout is already built in
Color — Based on the GBS, their internal design team can drop in color or photography into the shape system
Text — The plushy type always starts from the upper-left hand side
Logo — The logo is placed based on the margins of that particular context
Mattress Firm
Droga 5 / Full-time, 2019
Role
Design Director
Tasks
Design, Design Direction, Art Direction