Nook Sleep System Design & Branding NOOK SLEEP SYSTEMS INTEGRATED CAMPAIGN by 72andSunny Los Angeles

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market United States
Agency 72andSunny Los Angeles
Executive Creative Director Glenn Cole, John Boiler
Designer Christina Kelly
Photographer Tim Hawley
Released February 2010

Credits & Description

Category: Consumer Products
Agency: 72ANDSUNNY
Date of First Appearance: Mar 1 2010
Entrant Company: 72ANDSUNNY, Los Angeles, USA
Entry URL:
Executive Creative Director: Glenn Cole (72andSunny)
Executive Creative Director: John Boiler (72andSunny)
Design Director: Robert Nakata (72andSunny)
Designer: Christina Kelly (72andSunny)
Writer: Holly Hessler (72andSunny)
Director of Strategy: Matt Jarvis (72andSunny)
Director of Strategy: Kelly Schoeffel (72andSunny)
Director of Interactive Production: Rebekah Jefferis (72andSunny)
Interactive Producer: Justin Taylor (72andSunny)
Senior Back End Developer: Austin Fonacier (72andSunny)
Back End Developer: Oscar Leung (72andSunny)
Front End Developer: Drew Vergara (72andSunny)
Flash Developer: Ryan Elston (72andSunny)
Print Producer: Gil Reyes (72andSunny)
Print Producer: Sara Southworth (72andSunny)
Brand Manager: Cori Fry (72andSunny)
Brand Coordinator: Kim Lawson (72andSunny)
Photographer: Tim Hawley (Tim Hawley)
Media placement: Logo + Identity - Business cards, Envelopes, Letterhead, Second Sheet - March 1, 2010
Media placement: Pebble Mattress Packaging - Retail, in-store POP display - March 1, 2010
Media placement: Pebble Wrap Packaging - Retail - March 1, 2010
Media placement: Fitted Crib Sheet Packaging - Retail - March 1, 2010
Media placement: Blanket Packaging - Retail - March 1, 2010
Media placement: NapSack Packaging - Retail - March 1, 2010
Media placement: PR Materials - Nationwide, Celebrity Outreach, Editorial - March 1, 2010
Media placement: Website - Online - March 1, 2010
Media placement: Demo Video - Online, retail, PR - September 22, 2010

Describe the brief from the client
Nook Sleep Systems designs healthy, visually arresting products for the modern nursery. Our flagship item, the Pebble Mattress, is the most innovative infant mattress on the market, designed to create a safe and breathable sleep surface.

Describe the challenges and key objectives
For many new parents, the mattress is a commodity purchase, not a considered decision. We needed to start a new conversation about the important role of the mattress in a child’s young life while justifying the Pebble’s super-premium price tag ($550).

Describe how you arrived at the final design
Design a brand identity to attract a growing audience of modern parents.

Produce a demo video to introduce the Pebble mattress, showcases its design and performance features, and highlight its unique benefits.

Build a unique marketing and e-commerce experience to inspire discovery and driving sales.

Capitalise on the outbreak of mommy blogs to spark “word of mom” through PR.

Give some indication of how successful the outcome was in the market
In Year 1, we secured distribution in 79 retail stores in 23 US states and internationally.