Real support for a household name

Tempur Sealy is the world’s largest mattress manufacturer, a merger of Tempur-Pedic and Sealy. (They also make Stearns & Foster.) Once the acquisition process had settled down, their team asked us to help reposition and update their powerful Sealy Posturepedic brand.

What we did

We began with an analysis of where Posturepedic stood in the context of the overall industry and also as one of the three Sealy brands, which included Sealy itself (the value brand) and Optimum (the tech brand). That process led to more clarity about positioning, and more authenticity in messaging.

We anchored Posturepedic in the real world, presenting it as more relatable, higher quality, offering real support to both consumers and retailers. We developed new retail displays and fixtures, brochures, labeling, a color palette and a visual vocabulary. And we produced photography that conveyed the character of the brand, for use by other agencies as well ourselves.

Finally, we designed all the graphic elements of Sealy’s new 14,000 s.f. showroom at Las Vegas Market.


When the new positioning and visuals were unveiled at the January Las Vegas Market, reaction was overwhelming. The EVP of Sales walked in and stated “I feel like I’m working with a whole new brand. I’ve never seen us like this before.” Retailers were wowed. The largest industry publication told the CEO it was the most exciting brand launch of the show. And it reinvigorated sales across the board.


8117 West Manchester Ave.
Suite 417
Playa Del Rey
CA 90293-8745



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