WILLOW

Willow was a new bed-in-a-box mattress brand. They made the bed. We built the look and the brand strategy.

The identity came from the tree it's named after, down to the bark on the box. We kept it quiet on purpose, in a category that mostly shouts. That was the team's call, after a lot of brainstorming.

I was creative director on it at ST8MNT. Parker Foote designed it, and Aaron Rayburn art-directed. The sketch sheets are Parker's, and they're here because the mark didn't arrive in one pass.