LEESA · IN-HOUSE BRAND DESIGN
One brand, from product page to storefront.
Over nearly three years in-house at Leesa, I designed across ecommerce, lifecycle, paid media, retail, packaging and production, helping keep the brand consistent wherever customers encountered it.
IN-HOUSE SCOPE
The work had to hold together everywhere.
Leesa was the kind of in-house role where a designer touched the entire customer journey. I partnered with marketing, ecommerce, retail and content teams on everything from campaign assets and product launches to physical signage, packaging and photo shoots.
BRAND
Leesa
ROLE
Senior Graphic Designer
YEARS
2018–2021
BRAND WITH A MISSION
The mission was part of the product story.
Leesa positioned social impact as part of the brand, not a separate corporate message. Working with the content team, I designed collateral that connected the company’s “made for good” mission with the products themselves.
PRODUCT + ECOMMERCE
Launch work that carried the brand into commerce
Product launches and promotional moments had to work across owned and retail channels. I designed ecommerce and lifecycle assets including the Leesa Legend launch email, promotional direct mail and the Leesa brand experience on Amazon.
RETAIL IN THE REAL WORLD
Sometimes the design problem was literally outside the store.
At Leesa’s Virginia Beach headquarters and retail store, I worked directly with the retail team to refresh exterior branding and make the storefront easier to notice.
When custom easel signs were outside the budget, I researched a lower-cost approach, then built, painted and applied the vinyl lettering myself. Four signs came in for roughly the cost of one outsourced option. I also redesigned the monument sign and added changeable marquee lettering for retail offers.
PHOTOGRAPHY + PACKAGING
Designing the assets the brand needed next.
My role also included planning, executing and styling photo and video shoots to fill asset gaps, plus developing product packaging for domestic and international distribution. That meant thinking beyond a single deliverable and building the material other teams needed to keep the brand moving.
MY ROLE
An in-house role that taught me to think beyond the asset.
Brand design · Ecommerce · Lifecycle · Paid media · Retail · Packaging · Photo + video production · Art direction · Cross-functional collaboration
Selected credits from this work include Creative Director Lauren Jost-Church, Brand Director Margaret Mountjoy and Copywriter Rachel Mendelson.
MORE WORK
