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LINEAL ADJUSTABLE BASE BY SAATVA

Launching a New Product

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BRANDING, B2C

Online mattress retailer Saatva’s customers often asked for adjustable base recommendations; embracing this opportunity to better serve their customers, the company decided to offer their own. I worked with an art director and copywriter, under supervision of the creative director, contributing to all aspects of research, strategy, and design to launch this product into their brand family.

Naming & Logo

Maintaining a relationship to existing sister logos and branding was a requirement. “Lineal” hit the mark perfectly, meaning “in a direct line of descent or ancestry" and referencing lines, as in the angular nature of the frame. Logo chosen for resemblance to a bed (L’s forming headboard, footboard) and simplicity.

LOGO SKETCHES

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LOGO ALTS

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LOGO FINAL

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Branding

Concepts to communicate included portraying the variable nature of adjustable bases (angles, motion), conveying the frame’s qualities (sturdy, motion) and evoking the natural comfort of sleep. 

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Web 

Proposed site design + appearance on sister sites and shop page.

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