PURPLE
Helping every body feel and live better through curious, purposeful innovation.
Model homes. Robotic children.
Empty claims of cloud-like sleep.
Against this backdrop, we distinguished ourselves with a brand that combines accessible innovation with a focus on celebrating every body. Our strategy identified Purple’s most compelling and ownable points of technological differentiation, articulating them as they relate to real people — not innovation for its own sake, but innovation in service of improving lives. We partnered with ManVsMachine to produce creative expressions that built on this humanity by heroing touch above all — romanticizing the product and pairing unexpected materials in unexpected ways that provoked curiosity, playfulness, and most importantly, the desire to physically interact with the product. Our visual identity brought the precision of the brand’s key differentiators to life as a beautifully cohesive design system; from the color palette to the underlying graphic system, every aspect was purposefully developed to create a brand that looks (and feels) like nothing else.
Our team purposefully ignored the traditional category table-stakes and approached the development of Purple’s brand evolution from the perspective of an innovation company; our goal was to accurately demonstrate to consumers how Purple’s propriety comfort technology looked, felt, and behaved on every level. The result was a strategic visual identity that differentiated the brand from their competitors in an undeniable (and quantifiable) way.
Purple has always been fueled by creative, engaging brand experiences; the first iteration of the brand drove customer affinity and amplified recognition, but the appeal of juvenile comedy proved to be limited. In order to ensure continued success, the brand saw a need to pivot towards a different key audience. This new target was inquisitive, hands-on, and dedicated to finding the optimal comfort solution for themselves and their families. In order to achieve that appeal, our creative had to be thought-provoking, effective, and – above all ¬– inclusive. We had to ensure that this new customer segment was able to see themselves in the work while also feeling compelled to experience Purple firsthand. Our solution was a full suite of assets that showcase real people of all sizes, races, genders, and ages interacting with the product in ways that were as unexpected as they were enthralling and authentic.