For over 14 years, I was responsible for directing Simmons® Mattress Company's in-house and external designers as well as staff at external print shops. I was also in charge of designing and styling 5,000- to 50,000-square-foot show floor rooms at wholesale furniture shows in Las Vegas, NV, High Point, NC and Atlanta, GA. Above is an example show floor room for a new, lower cost Beautyrest® brand called Beautyrest® Studio™. My design and oversight responsibilities included a wide range of aspects such as signage, bedding, furniture selection and arrangement, flooring, lighting, and even floral arrangements to compliment each of our brands.
Photos ©Simmons® Bedding Company
This is a conceptual design I had produced for one of our brands specifically re-branded under the name Heavenly Bed® for a major customer, The Westin®.
Photo ©Simmons® Bedding Company
In pursuit of an endorsement contract with Anne Geddes® for our baby mattresses, I directed a freelance designer in developing multiple non-standard, artfully-shaped (dye-cut) labeling and packaging options. The options incorporated the Anne Geddes® look and feel but also included Simmons® advertising standards for each individual mattress model.
Photos ©Simmons® Bedding Company
For another children's mattress brand, I directed a freelancer to design a "monster" that was not scary, but fun looking. This project was a customer-interactive branding tool meant to address the childhood fear of moving from a crib to a real bed for the first time. Parents could go online with their children to customize their monster and print out a certificate with their name on it, changing the "monster under the bed" from something feared to something trusted. These were the two character options presented to the Brand Director.
Photos ©Simmons® Bedding Company