Serta® iComfortECO™

In 2022, following trends and forecasts of the importance of sustainability, the Serta Engineering and Brand Marketing Teams worked to develop an entire new Serta sub-brand collection featuring components and materials that are friendlier on the earth: Serta iComfortECO.

When tasked with developing a photo and design plan to launch this product offering, I knew we had to visually communicate all of the thoughtful innovations within these mattresses in an appealing way. From naturally textured grasscloth wallpaper, many potted plants, bright sunlight, to foliage visible out every window—I wanted these assets to scream “warmth” and “sustainability” while still feeling very “Serta”, and matching the premium price point of this collection.

For our DTC site, I even devised a plan to visually differentiate each construction type by a shift in wall color—while keeping other elements consistent—helping with deselection AND saving the company time and money on both set design and time spent in the photo studio. We continue to use this approach for all brands at Serta Simmons Bedding.

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, multiple product videos, social media posts, emails, banner ads, sales materials, a suite of photography, and a DTC eCommerce experience. I also partnered with our Advertising Agency, Leo Burnett, through the development of a national ad campaign.

Role in Project Development: Creative Direction and Art Direction (+ I came up with the tagline!)

National Advertising:

Photo/Video Assets (At A Glance):

Digital:

DTC:

In Store: