McRoskey
RolesBrand Identity Development
Product Design
Retail & Environmental Design
3D Compositions
Website Design
Photography Direction
PROJECTWith $18,000 price points and a 120-year legacy, this luxury San Francisco mattress company was looking to transform from a “secret local gem” to a distinctive national brand.
ResultsWork included a new brand ID, meticulous product redesign, reimagined retail and trade show environments, website, and customer communications. We increased distribution and sell-in, increased revenue by 95%, and won industry awards.
Product Design
I helped lead the modernization and redesign of the brand’s legacy line of high-end beds. While leveraging their original machinery and fastidious artisans, we developed a new product line full of nods to their San Francisco heritage. This included fabric patterns, model names, and hidden Easter eggs. I created meticulous design guidelines, used to ensure that each luxury design detail was executed with precision on every bed.
The cascading pattern aligns with the front—a detail achieved only through handcrafting.
We sized the brand label to center perfectly within the pattern.
The underside of woven labels include hidden messages for curious people.
Hand-sewn “camouflaged” handles blend seamlessly with the pattern.
We commissioned a woodworker to create custom legs from locally harvested walnut.
We wrote detailed quality and design standards, achieved on each product.
Environmental and Retail Design
Our new “art gallery” concept for retail and showroom environments won the brand a prestigious industry award. We presented the beds as works of art, using museum-style placards and wall decals, framed historical prints chronicling McRoskey’s heritage, and hardcover books to tell a more detailed story.
3D Compositions
When Covid struck, all photoshoots were paused. To keep our momentum, we created hyper-realistic 3D models of each bed. With these, I created a library of print and digital content.
Website
