top of page

Turning Ideas into Realities

dreams rebranding project


Serving the nation with beds they love. In life. For life.

In 2021, after a sustained period of profit and growth, Dreams was acquired by global bed brand Tempur Sealy. Plans to define what the Dreams of the future would look like got underway. Research showed that Dreams was seen as a reliable bed specialist, but old fashioned and unexciting. A comprehensive re-branding project to make it more contemporary and relevant to a younger audience began.


What I did:

As Head of Brand and Creative, I collaborated with colleagues and agencies*, to steer the strategic and creative direction of the project.



  • Inputs: customer research and segmentation, colleague interviews and engagement, creative tissue sessions and workshops

  • Outputs: Dreams’ new purpose; values and ‘the plan’ – what makes Dreams unique

  • Developing the core creative: overall look & feel; tone-of-voice; fonts; colour palette; graphic devices and photographic style

  • A much-needed refresh of the logo

  • Sharing through Brand Guidelines and Quick Start Guides

  • All laddering up to deliver the new, much more emotive, ‘Love your bed’ brand platform, via a huge array of individual customer-facing and internal projects

*The Portas Agency and Iris Worldwide

bottom of page