PRESIDENTS DAY SALE

MattressFirm is always having a sale. Always. (If you get mail at your place of residence you probably know this.)

With so many sales to plan, the role of lead designer would switch between a few team members throughout the year, and I was tasked with leading the Presidents Day sale.

I started by designing the direct mailer first. I wanted a cohesive sale across multiple deliverables, from multiple designers, to be an easy goal to reach. By beginning with one deliverable that displayed most of, if not all, of my design treatments I could ensure the rest of the team had a document to pull from when making their corresponding pieces.

Next came the web ads. I like to think of campaign as starting off from a central point or idea and spreading out in the world until it reaches its intended audience. If this sale started off in the MattressFirm Bedquarters, (yes that was really what we called it) it made sense to focus on how we reached people at home first. Meeting our customers where they were meant driving them from their two main places of residence, at home and the internet.

Occasionally a sale would incorporate a billboard design or two, but mainly the tasks would turn from online and video designs to the in-store and POP deliverables. These were pretty straightforward, but making an interesting lockup for sale copy could present its own challenges. Alot of the sale copy had been used before, and working for an in-house design team can feel constraining with the need to always be on brand. But the use of shapes as specific design elements and emphasis in copy provided opportunities to push the brand here and there.