Sleep Number
Sleep Number had a problem: 12 mattresses, endless choices, and customers who couldn't find the right fit. The solution was a sweeping product reset — the brand's largest in nearly a decade — consolidating the lineup to seven beds across three distinct collections: ComfortMode™, ComfortNext™, and Climate™. Simpler, personalized, and built around new positioning of comfort that adapts to you.
The new portfolio launched March 2026 with strong momentum. ComfortMode, introduced first in January, outsold projections by 3.5x goal. In fact, the March launch shifted focus to the ComfortNext™ portfolio to allow production of ComfortMode to catch up with sales.
I developed messaging for the full portfolio across every touchpoint—sales guides, website, email, social, and in-store—building a cohesive narrative that carried from the sales floor to the inbox, and from internal launch materials to the brand's public debut.
In-house: Sleep Number
My Role: Messaging Wrangler
The Team: Travis Robertson (VP Creative); Jeff Ryan (Director, Design); Nichole Robison (Design); Brian Cox (Design); Jen Larson (Sr. Copywriter); Laura Talaska (Sr Designer); Kalie Christian (Design); Liz Novotny (Sr Designer, Web); Christine Lien (Sr Manager, Design); Runak Chavoshi (Design); Tricia Peterson (Digital Design); Andy Hauck (ACD); Jill Dahl (Digital Asset Specialist); Scott Olson (Production Artist); Brian Henry (Manager, Video & Motion); Sam Mattson (Sr. Digital Animator); Geoffrey Palmer (Video Editor); Ben Thompson (Video Editor); Carrie Clements (Copy Editor); Maggie Johnson (Planning Manager); Nicole Tweed (Paid Social); Sarah Wayne (Paid Social); Vanessa Boreland; Molly Hall (Sr. Marketing Manager); Jaime Rooney (Marketing Leader); Kate Blake (Senior Research Manager); Colette Meller (Consumer Insights); Colin Anderson (Ecommerce Planner); Ryan Welty (UX Design Manager); Cecile Remington (Senior Planner, Mobile Marketing); Nick Greene (Senior Director of Ecommerce & Digital Product)