sleep.com
In just over 30 years, Mattress Firm has grown into a leading national retailer, with a workforce of thousands of Sleep Experts. Mattress Firm’s brand identity has evolved with its rapid expansion and acquisitions, but it has resulted in a disjointed identity. As it moves into the future and faces more competition, it needs a single thread that unites everything it does, re-establishing Mattress Firm as a modern, approachable, relevant brand. MattressFirm created sleep.com, a blog specializing in sleep. By providing inspiring and educational content and a connection point, MattressFirm will engage and coach consumers on how to live well, by learning to sleep well. MattressFirm plays a role of an Inspiring Friend to educate, inspire and connect our consumers to the most trusted source of sleep wellness.
Night Mode
Sleep.com supports a good night’s sleep and people’s daily journey to achieve it. To encapsulate the duality of content provided by Sleep.com, the brand exists in two parts. Day and Night mode. Night mode operates as the primary brand in non-contextual communications. In places where it can be contextual, such as the site, the branding shifts between day and night mode. For example, between twilight and sunrise, the site and branding elements go dark. Curated night-related content will appear at the top of users’ feeds.
Day Mode
Day mode operates as the secondary brand, when designing against non-contextual communications. Within contextual communications, such as the site experience, users will see the UI go light during daytime hours. Curated content around daytime activities, tips, etc. will appear at the top of users’ feeds. Imagery and colors will adapt to the time of day as well.
