Case Study: Sleep Number

This work is a real game changer. through it we discovered our purpose of improving lives through individualized sleep experiences and the concept of “One size does not fit all.” We determined that Sleep Number is the only brand that actively adjusts to each individual’s needs and why we’re the only, true innovators in sleep.

Shelly Ibach

President & CEO, Sleep Number

Whitespace: Individualized Sleep Experiences

Across a five year relationship, we assisted Sleep number on a host of projects focused on clarifying their positioning, improving and clarifying product naming and identities and introducing new product/services introductions including SleepologySM , Sleep IQSM  and IndividualFitSM   which together changed the perception of Sleep Number from a more moderate, demand generation – based brand perception to a premium, tech-driven innovator-based perception.


  • Brand positioning
  • Naming
  • Identity development
  • Merchandising
  • Brand standards