Sleep Number Innovation Promo Ads

Lead Designer: Maddy Hague
Creative Director: Rich Schindeldecker
Copy: Jen Larson
Animator: Sam Mattson


Highlighted here are three samples from Sleep Number's 2019 Innovation Period promotional campaigns, a response to feedback from Facebook partners urging us to experiment with our iconography. Departing from the circular Sleep Number logo, susceptible to quick misinterpretation on social media, I opted for the arrow design as a basis for this promo campaign.

In pursuit of an upscale aesthetic, I incorporated the glowing line animation traditionally associated with Sleep Number settings onto the arrow. The final result showcases the arrow unveiling the environment, providing a grounded representation of the bed and contributing to an editorial look that significantly stands out.

about the project