Sleep Number by Select Comfort

Sleep Number is known for its innovation and technology in the bedding industry. Once the brand phrase “What’s your Sleep Number?” hit the consumer market, the company’s sales took off like a jet plane. A small collection of my design and production pieces created during my adventure with Select Comfort are below.

Airport Wall Graphic – 288” x 115”
This large display graphic, formerly located on Concourse G of MSP Terminal 1, was created to drive traffic to the Sleep Number airport kiosk, retail stores or the web site. Following the interim design campaign, I created a luxurious, moody image and mounted a large plastic bed remote with a lit digital screen that would automatically change the Sleep Number every minute.

Direct Mail Fulfillment package
Design and production for brochure, letter, price list, flyer, scientific facts flyer and envelope for both retail and direct mail consumers. The design follows the retail store look and feel with production edits to copy, layout and image manipulation based on consumer.

Hospitality Pitch Kit
The hospitality pitch kit was designed to introduce hotel owners to the Sleep Number brand and demonstrate how a Sleep Number bed can elevate the guest experience. Adding the Sleep Number bed to guest rooms creates a sense of luxury and personalized comfort that would be exclusive to their property.

Brand Evolution Manual
The abbreviated version of the brand standards manual. During my adventure with Select Comfort, I produced and maintained four versions of standards based on country or product line.


Wholesale Product Brochures
The wholesale product brochures were developed to market to consumers who were shopping for a new mattress in our retail partner locations such as Mattress Firm or Slumberland. The concept was to mirror the same look and feel used for branded Sleep Number retail stores, but varying slightly in order to be able to differentiate at first glance.

Product Owner’s Manual
What’s the point of a new fancy toy if you don’t know how to use it? The original concept of the owner’s manuals was developed by an outside agency which then served as a template for use by in-house designers. My role was to coordinate and art direct several photo shoots of bed construction, choose and produce the best images, then combine those with copy and other images into layouts for the manual.

Retail and direct advertising
Much of my first years at Select Comfort consisted was focused on the design and production of direct and retail ads. Each month. myself and another designer produced over 75 newspaper ads customized for each market in addition to retail ads (like one pictured above) in publications such as Real Simple, Midwest Living, Better Homes and Garden, etc.


Holiday Cards
On the lighter side, who doesn’t love a warm, happy holiday greeting? This holiday card and matching envelope were designed with the December in-store sign kit in mind, using the same assets, look and feel for consistency. To give the piece dimension, the Sleep Number Up/Down arrows icon was embossed in the center of the card.