For the past year, we’ve been working on a complicated, many-faceted brand refresh for Sealy — part of the world’s largest mattress manufacturer, Tempur Sealy International.
It involved a major rethinking and overhaul of the entire structure of their product line, brand architecture and marketing presentation.
On January 20, at the enormous Las Vegas Market trade show, the company announced the update and revealed the new line to stellar industry reaction. The brand was re-energized — and so were Sealy’s own sales staff and their national retail customers. The excited response was universally positive. We’re relieved (whew!) and delighted!
An enormous relettered Sealy dominates the view down the showroom
New foot covers, pillows and wall graphics for the retailers.
Posturepedic Technology is now part of nearly all Sealy mattresses.
This mosaic is made of nearly 1000 images.
Composed of shots of real Sealy employees.
A giant graphic welcomes retailers to the showroom.
Tent cards and coasters helped introduce the new brand structure.
An alternative version of the tent cards focuses on the new Posturepedic positioning.
Sealy’s 14,000 sf showroom.
Footcovers feature an embedded book with info about each product.
This display focuses on testing and quality control.
We controlled the experience outside the showroom, too.
Useful info for the consumer.
We used billboard sized graphics to cut glare and add impact.
Our display window elegantly introduces the two new lines.
FreeAssociates was involved from the earliest stages, meeting with the brand experience team and brand managers, sales execs, product designers, ad agency and strategists to help define the brand, clarify its position, and craft its messaging.
Dozens of concepts were floated and vetted, tested and refined, through a grueling but thorough process that left no stone unturned. Over many months the design vocabulary was established and tweaked, until a powerful, unified evolution of the brand emerged.
Under the watchful eyes and thoughtful leadership of Director of Brand Experience Karl Myers and his Senior Manager Jonah Nelson, we crafted a comprehensive new branding system.
FreeAssociates has developed a refined version of the logo, color palette, the master brand style guide, point of sale displays and materials, product labeling, a feature icon system, sales guide, product guide, trade show campaign graphics and all the displays and information graphics for Sealy’s 14,000 s.f. permanent showroom at Las Vegas Market (interior designed by Jhipo Hong).
We’re truly grateful to be working with this talented Sealy team and to have an opportunity to help affect the course of their venerable 130-year-old brand.
For the full story, take a look at this article in Furniture World.