Casper had outgrown its “One Perfect Mattress” tagline and illustrated subway ads. It was time for the brand to evolve, making room for a broader product portfolio, a more premium position, and a creative identity grounded in real life. We summed up the challenge in three goals: grow up, warm up, and level up.

I collaborated with a cross-functional team of designers and marketers to reimagine the brand identity, crafting new tonal guidelines and messaging frameworks to complement an evolved visual system. The refresh launched alongside two new mattress tiers, and I partnered with the product design team to build a category page that clearly differentiated the lineup—balancing storytelling with conversion.

The work featured here offers a behind-the-scenes look at internal strategy documents, meant to showcase the thinking, rigor, and process behind redefining Casper’s brand, not the final public-facing creative.