• To help the brand stand out in a crowded market, we shifted the focus from technical specs to emotional connection, building a premium, lifestyle-driven identity around our adjustable pillow innovation. While I didn’t set the original brand direction, I took the brand book and ran with it - leading creative execution across digital ads, emails, packaging, and the website. I also art directed product photography and custom icon sets to ensure the rebrand came through at every touchpoint. The refreshed identity elevated recognition, strengthened our positioning against competitors, and contributed to a measurable lift in revenue.

    • Elevated premium perception

    • Better UX, quicker product discovery

    • Stronger brand identity and storytelling

    • +58% Brand Awareness

    • +51% Gross Revenue Growth

    • -28% New Customer Acquisition Costs 

    • 1,000+ Retail Doors opened includingTarget & Macy's

Homepage Before and After

Homepage Before and After

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The category is sleep goods - so the category was made obvious.

The refreshed logo transitions from thick to thinner letterforms, symbolizing customization and adaptability, because everyone sleeps differently, and Coop adapts to how you sleep.

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Amazon Storefront

We made site better suited for the Amazon environment,which demands quick decisions, visible trust indicators, and clear product advantages.Reinforced product innovation (e.g., cooling features, shape variations) with quick-read graphics and improved conversion potential by clearly separating products by features and sleep types.

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  • Digital Ads

  • Icon Library

  • Amazon Pages

  • Packaging

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