Awakening a new experience in sleep

In an always-on culture,
we made shut-eye sexy.

Bringing luxury back to the bedroom

Looking down the aisle of your average mattress retailer, one thing was certain: the in-store experience had gone stale. Ready to disrupt it, Beautyrest partnered with us on the launch of its new sub-brand, BLACK: an ultra-premium line of mattresses, offering unparalleled luxury and comfort.

In a culture of constant go and acceptance of the 5-hour night’s sleep, we took a contrary approach: using our human desires methodology to target consumers' inherent wants for tranquility and status. Together, these desires informed a new positioning for Beautyrest: sleep is the ultimate luxury.

From the sleek and moody brand identity to immersive, sensorial environmental design, we translated our verbal and visual strategy to every aspect of the brand experience—one that drew in new audiences and expanded market share by over 30%.

An immersive brand experience that showcases the industry-leading story (technology meets luxury) of the BLACK brand.”



The Launch of Beautyrest Black

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We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.

And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.

Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.

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Digital Round Table: Harnessing Desires to Build Better Brands


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Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


Have a challenge? We’re all ears.
Let’s talk about how we can partner.


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