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Brand Strategy, Identity & Design, Packaging, Naming


Mattress Firm



Re-Branding an iconic store to represent the current climate of shopping—when a brand becomes synonymous with fluorescent lighting and wall to wall carpeting, it's time for a change. 


As the first company allowing people to test out mattresses inside the store, MattressFirm was the decades long go-to for mattresses. Their purpose is to be America's trusted authority on sleep, however, would-be customers are shopping elsewhere for better sleep. 


Drab brick-and-mortar experiences and confusing brand communication are creating a huge disconnect with their customers. In order to stay relevant, it has to be more than just a mattress store.


MattressFirm utilized a name they already had trademarked, and rebranded as a personal sleep haven—a full service brand offering the entire sleep experience

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Doze night sky.webp
Doze campaign-social.webp
Doze store interior.webp
Doze product mockups.webp
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