Emma – Awaken Your Best

Good sleep can make your life so much more joyful, productive, complete and (insert any positive word you can think of). In a comprehensive relaunch, we created a new brand identity that encapsulated the feeling of the transformational power of a good night’s sleep, underlined with the tagline "Awaken Your Best". It is inherently positive and anchors the brand in a waking world of mornings, sunshine and brightness.

Brand design

With Emma's brand guide and design system, we created a framework for learning all about the brand and its visual language, which can be applied to a myriad of marketing materials. Here, you will find a set of clear rules and principles as well as useful tools and resources to ensure consistency and efficiency.

Brand guide "Awaken Your Best"

Design system "Horizon"

Content

To elevate the website's content, we conducted regular productions and published content packages for each product with – among other things – mood images, milieu renderings and short video clips in accordance with our brand guidelines and UX recommendations – everything ready to use and made available on cloud-based platforms for the entire organization.

USP animation: firmness

USP animation: spinal alignment

USP animation: comfort

Communication

Based on the new brand idea of "Awaken Your Best", we developed and rolled-out a myriad of global and local campaigns across all channels.

Sales campaigns

"Indulgence"

Launch campaign for the "Emma Motion" smart mattress.

"Honest Eyes"

Diversity and inclusion initiative focusing on couples that traditionally don’t "fit together".

Teaser: Nine & Shamir

Teaser: Rose & Rosa

"Continuous TVC Optimization Project"

To find a faster and cheaper way to create, measure and continuously optimize high-quality TV commercials at scale, we started the "Continuous TVC Optimization project". Within a little more than a year, 15 unique TVCs (that led to more than 200 adaptations in total) were produced that proved to be superior to any other production that was done before.