Giant Sealy stretches —and wakes up the industry

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!

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.

Crowdsourced furniture and accessories

Savanna Table from

Savanna Table by Alvaro Uribe from

Retailer is trying something new: putting the things they carry up for a vote to Make or Drop them, based on prototypes you can view on their site. It’s a nice concept, and, for the most part, the designs are very cool. Of course, if you disagree, you can vote for Stylefactory to Drop the item.

There’s a bit of danger in this approach. People may vote to Make things they can’t afford to actually buy, and which therefore will not sell. And they might want to Drop things they consider too weird and unfamiliar (sometimes new ideas need to grow on us), or that just don’t photograph well. But, overall, it seems like a fun and interesting way to test products in the development stage, and a great way to engage visitors to their site. Check it out.