Remy Sleep is an early-stage premium sleep lifestyle brand with an array of products that help support sleep and relaxation. As the Director of Creative and Brand, I audited the brand and noticed that there was an opportunity to make the brand feel less tech-y and to better reflect the product price point and target audience’s aesthetic tastes. Also through campaigns, I felt there was an opportunity to have a bit of fun to ensure the creative was “scroll-stopping.”

Inspired by the connection between surrealism and dreamscapes, I employed a stripped back/minimal aesthetic in product shots to ensure the product felt premium while being the primary focus. For organic social ads and content, I leaned in further on surrealism with less minimalism to make the creative more eye-catching on feeds. The introduction of a modern-retro curved serif font and the incorporation of colour blocks and gradients helped give creative a warmer, editorial nod – elevating Remy Sleep away from an e-commerce tech company to an aesthetically-pleasing lifestyle brand.