Giselle W.S.
GRAPHIC DESIGNER
MATTRESS FIRM
Email marketing, digital advertising and website graphics for a major national retailer.
Mobile design of thanksgiving email
BOLD BRAND
When I initially joined the team at Mattress Firm, the brand hinged on large colorful panels and a bold display font for its advertising designs. Below are a few examples, ranging from web ads to email heros.
Cyber week promotional email under older and bolder brand standards
Black Friday marketing email shifting towards a more refined brand identity
Mobile design
Desktop design of promotional email under bold brand standards
UNIQUE EMAIL CAMPAIGNS
Some email campaigns followed the bold and large color block visual language of the main brand, while others leaned more into specific partner brands such as Sleep.com and Tempur-Pedic. All emails delivered to development contained a responsive option for mobile as well as desktop designs, with special attention for accessibility and brand compliance.
Sleep.com "Unjunk Your Sleep" campaign email (desktop)
Internal email partnership with sports team
New product email announcement for Tempur
Overnight flash concept for NightOwl Sale
BRAND EVOLUTION
Throughout my years developing email campaigns, the brand slowly shifted toward a smaller color palette, with more refined and delicate typographic and graphic elements throughout. Rounded corners and a more muted choice in product photography contributed to a more unified and updated look.
Desktop and mobile designs of email campaign for new products
After hours flash sale email campaign concept
Animated email hero for NightOwl flash sale
DIVERSE BRAND ECOSYSTEM
Alongside the bold brand identity of Mattress Firm's main voice online, we also developed a separate but cohesive brand identity for our partners and brands. Examples below include SleepExperts.com, and the Back to School campaign within the larger Mattress Firm brand.
INFORMATION-HEAVY CONCEPTS
Many of Mattress Firm's projects also required parsing and arranging large amounts of complex information for easy digestion by the viewer. These included infographics, original iconography, and story-telling email campaigns. The process was often started with an open-ended, audience-focused brief, followed by co-working sessions with other designers and copywriters, before delivering several options for review by the creative directors.
Overall, the Mattress Firm brand involves a variety of deliverables developed by a large collaborative team of project managers, brand strategists, creative directors, copywriters, developers, and designers like myself. We informed our design decisions on constant testing and engagement data, optimizing experiences with visual storytelling and a consumer-focused approach.
Our campaigns propelled sales numbers, increased brand awareness, drove customers to stores, and delivered above-average revenue-per-click rates for the industry. Emails reached between 6 and 10M sends per campaign, and other digital assets like advertising and website graphics reached tens of thousands of impressions a day.