DreamCloud

The only luxury hybrid mattress handcrafted with a true tufted Cashmere EuroTop.

Art Direction, Brand Guidelines, Creative Direction, Product Design, Strategy, User Experience

The brand initially launched with dark, cold and heavy imagery—catering to a masculine audience. Data and customer service insights revealed early customers were females, 35–40 with disposable income. Luxury and high quality aethetics are highly valued by these customers.

In effort to speak to the current and hopeful future customer, the creative was re-imagined to provide a sense of warmth with aspirational luxury to evoke a natural home where one could easily see them-self slipping into bed for a good night’s sleep.

Product Imagery

Photography on product pages were previously harsh renderings on solid white backgrounds without any context. They now are subtly styled to provide a sense of scale, warmth and environment.

For maximizing the use of assets across all marketing platforms, all images were shot with and without accessories, pillows, bedding etc for different use cases. These are especially great for stop-motion gifs on social.

As the online mattress industry becomes more saturated, it has increasingly become more important to provide as much visual detail to fully encompass the potential experience a first time a customer will have.

Providing macro, hi-res images alongside supporting copy, helps capture the plush luxury DreamCloud has to offer.

With new creative assets, comes the opportunity to improve customer communication across all channels and especially a functional, informative and clean web experience.

Education

Creating content to help educate consumers around topics like sleep positions often lead to higher conversion as these relatable pain points are identified and combated to allow for purchasing confidence.

All aspects of the online experience is now considered—including device specific copy, asset proportions, navigation etc.

Photography by Jonny Valiant
Styling & Set by Erin Swift