Standard Black LA NY

Branding / Broadcast / Creative Direction / Print / Production

King Koil, global bed industry leader, tasked us with repositioning their brand. We began with a deep dive into the brand’s rich history, injecting it with insights for today’s consumer.

We created King Koil’s positioning, creative direction, tone of voice, logo and video assets rolling out across TV and digital. A new logo type treatment with secondary marks improved readability in both digital and analog environments. A updated color palette and tone of voice elevated the brand’s message of affordable luxury while maintaining its original DNA.

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