Matt
Sleeps

The mattress brand Matt Sleeps doesn’t live in one place. It lives on billboards, in newspapers, on Instagram, in emails, on packaging and everywhere in between.

The challenge wasn’t creating individual campaigns, it was making every expression feel recognisably Matt.

I worked across every layer of the brand, from defining the system to creating the work that lived inside it.

I developed the brandbook, created campaign concepts like Black Friday and topical election activations, designed national out-of-home, wrote copy, built digital assets and translated strategy into hundreds of daily brand decisions.

Big ideas and tiny details, all working towards the same voice.