Support for More Than Just Your Body—Beautyrest Harmony Collection
An earth-friendly mattress line that has already diverted 25 million plastic bottles form the ocean—and counting.
ROLE
Creative Director
CATEGORIES
UX Design, Art Direction, Brand Evolution
In the Press
Bed Times Magazine
Harmony and Harmony Lux face declining velocities against competitors (YAG) due to awareness, pricing, differentiation, and training issues. The relaunch, known as Harmony 2.0, focuses on addressing these challenges with an emphasis on support and sustainability, targeting younger Premium Sleep Enthusiasts and eco-conscious shoppers. The strategy includes crafting a narrative around the Precision Support System and recycled fibers, simplifying the support story for Retail Sales Associates. Success will be measured by increased consumer consideration, conversion rates, and heightened advocacy from dealers and RSAs.
As Creative Director, I spearheaded the website and mobile experience, visual storytelling, and product photography. Leading user experience design, art direction, and brand evolution, the campaign's tagline, "Support for more than your body," encapsulates both physical and mental well-being associated with the Harmony Collection's great night's sleep.
Beautyrest underwent a transformative shift, migrating to the Shopify platform and unveiling a site rebrand to enhance the shopping experience. The new product pages feature a compare chart for models within each collection, personalized up sell suggestions, customer reviews, and vivid descriptions of product feel below the buy box.
This rebrand is tailored for those who seek a harmonious blend of luxury, technology, and personalized care for an extraordinary and modern shopping journey.
To seamlessly integrate these goals, the creative approach for the Harmony Collection relaunch will center around a consumer-friendly and connected narrative that humanizes wellness as a support story. The shift involves presenting "target support" in a way that resonates immediately with consumers, moving away from technical aspects like coils and foams. Instead, the focus is on lifestyle benefits, emphasizing functionality with emotion.
The premium space will be leveraged to showcase the collection's quality materials, with a tactile and human approach, creating an open, nature-inspired, modern, and welcoming atmosphere.
The color palette (based on the new mattress artwork) will contribute to the curated and considered aesthetic. The overarching goal is to attract and connect with the audience by humanizing product benefits. Lifestyle imagery will extend beyond the mattress, emphasizing the role of water as a source of tranquility, balance, and restoration – tying support to a holistic experience that carries individuals throughout their day.
A 'then and now' comparison slider of the Harmony Collection evolution, below.
