As Creative Director, I led the rebrand of Coop Sleep Goods from initial strategy through execution, beginning with an in-depth repositioning exercise that redefined the brand’s core identity.

Through competitive audits, consumer research, and stakeholder workshops, we identified an opportunity to evolve Coop from a purely functional sleep product company into a more emotionally resonant wellness brand. I translated those insights into a clear creative direction centered on personalization, comfort, and confidence—setting the tone for a new chapter of growth. The result is a brand that now feels as thoughtful and adaptable as the products themselves.