Work / Springmaid

Surprise and delight
in every detail.


The world’s leading home fashions manufacturer, Springs Global sought to refresh and relaunch their 80-year-old Springmaid bedding brand for today’s consumers. We collaborated closely with their team to create a completely new brand identity with the promise of surprise and delight. True to the brand’s personality, all design elements reflected a contemporary sense of simplicity and were perfectly suited for a successful launch in Target stores.


From the new logo to packaging to POP, we incorporated surprise and delight into every detail and design decision.

Springmaid logo

Print Advertising

Beautiful, full-page display ads in shelter magazines invited audiences to mix and match patterns in new ways to create looks and attitudes all their own.

Digital Design & Development

Our lively website invited consumers to play with Springmaid designs and find inspiration while displaying collections and facilitating purchases.

Public Relations

From coverage in leading journals to a full-court-press campaign aimed at the trade, we utilized every tool to generate awareness. We used momentum from the anniversary of The Oprah Magazine’s launch, to garner even more exposure with an event in Times Square during Oprah’s Live Your Best Life Walk. To cap it all off, we surrounded the news media and home furnishings buyers with branded experiences at every turn at the New York Home Furnishing Spring Market.


Within the first six months of the Springmaid launch in Target stores nationwide, Springmaid sales surpassed those of the previous year and marketing garnered a staggering 42 million impressions.

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