Sealy
Branding
Sealy
Branding
Sealy
Branding
Sealy Branding
Sealy
Branding
Sealy approached us wanting a brand refresh for their European markets. Despite being one of the world’s best selling mattress brands, Sealy had limited recognition throughout the continent.
Our task was to create a fresh suite of photography, brand film and new guidelines that felt true to Sealy, drawing on their reputation for high quality, supportive technology and American heritage, and bringing it to a new audience of millions.
Sealy approached us wanting a brand refresh for their European markets. Despite being one of the world’s best selling mattress brands, Sealy had limited recognition throughout the continent.
Our task was to create a fresh suite of photography, brand film and new guidelines that felt true to Sealy, drawing on their reputation for high quality, supportive technology and American heritage, and bringing it to a new audience of millions.
NIGHTIME COMFORT
We featured lived-in homes, with comfortable families interacting in a carefree and unstaged way, presenting Sealy as the natural partner to everyday people.
EVERYDAY LIVING
This candid photography we directed was crisp and optimistic, resonant for families across Northern and Southern Europe, as well as our home region of North America.
THE BRAND FILM
The central piece of the brand refresh was an extended brand film that would play in store and online. It charted the full Sealy journey, beginning with the founder Daniel Haynes and running right up to today’s team, offering a glimpse of the care and support they provide families the world over. The realistic, warm and down-to-earth tone of the visuals helped to communicate Sealy’s authentic and trustworthy nature.
NEW GUIDELINES
We also updated the Sealy product brochure, in-store collateral and refreshed the brand guidelines.
The latter detailed Sealy’s shift towards a fresher style of typography and photography and a more contemporary look and feel, affirming Sealy as the go-to mattress for modern families.
TEAM
Agency – bandstand
Creative Director — Murray Allan
Art Director — Ioana Bejenaru
Copywriter — Will Miles
Director / Photographer – Kell Mitchell