Sleep Number
Creative Direction • Re-Brand • Photography • Retail • Integrated Campaigns
Sleep got a little less sleepy.
Sleep Number had a strong product story, but the brand needed more life. I helped shift the creative from staged and traditional to something more personal, playful and consumer-led, built around a simple idea: everyone sleeps differently.
Everyone sleeps differently.
That became the filter for the work. Instead of designing perfect bedrooms and asking people to pose in them, we focused on real moments, individual habits and the little things that make someone comfortable. The product still mattered. We just started telling the story through people first.
I led the photography from concept through production, building crews, choosing photographers and locations, managing budgets and directing shoots in studio and on location. We planned the library around how the work would actually be used, so one shoot could support print, digital, web, retail, outdoor and future campaigns.
I also created photography direction and guidelines so other art directors could carry the look forward without losing what made it feel like Sleep Number.
Create the moment.
Then make it work everywhere.
Accessories had often been treated as separate products. I helped reposition them as part of the larger Sleep Number experience, showing pillows, bedding and comfort solutions together with the bed rather than as disconnected add-ons.
I partnered closely with merchants and executives to understand what made each product different, then translated those benefits into photography, messaging and retail experiences people could actually understand.
Sell the whole sleep story.
The brand had to work off-screen too.
I helped lead retail concepts and fixtures, including ways to make products like pillows easier to understand and shop. The same brand idea had to hold together whether someone saw it in an ad, on the website, in-store, product design and the overall brand experience.
Voice + Visual Brand Evolution
The visual shift also influenced the voice. I partnered with copy to move away from formal product language toward something warmer, simpler and more conversational.
