Serta® Classic®

In 2023, my team was tasked with relaunching Serta’s value brand, Serta Classic. At the opening price point, this collection combines affordable quality mattresses with Serta’s trusted heritage.

To really resonate with the core consumer of this line, I pushed my team to visualize a “first-time renter”’s apartment. We dressed up a rather bare-bones fully carpeted set with decorative wall hangings and wall art propped up on non-matching side tables, all while keeping Serta’s color palette, shape language, and playfulness in mind. With a subtle wall color shift in post, we differentiated the 2 levels within this line, visually hinting at the step-up within the product offering.

To launch this collection, I guided the creative direction of an entire multi-channel campaign featuring everything from logo design to in store point-of-purchase displays, a product video, social media posts, emails, banner ads, sales materials, a suite of photography, and a DTC eCommerce experience.

Role in Project Development: Creative Direction