Endy

As Art Director, I captained Endy’s creative team through the brand’s most impactful creative transformations. Highs include leading record-breaking sales and seeing my work on a giant billboard. Lows include building five beds in a day. Here are select projects.

Year: 2021 - 2025
Scope: Art Direction, Brand Strategy, Design Systems, Digital Production, Growth Marketing, Experiential Design, Retail Packaging

Endy’s 9th Birthday

Celebrating 9 years of excellent sleep, Endy launched a high-value bundle featuring our most beloved sleep essentials.

I drove the campaign’s creative from concept to execution. This involved directing a photoshoot, overseeing the design production of web & GTM assets, handwriting internal birthday cards, and picking confetti out of my hair.

Branding Refresh

I learned that to move forward with impact is to scale back intentionally. Graphics don’t need to do the heavy lifting when the brand champions good products and honest design.

In collaboration with the Creative Director and while managing a team of Designers and Digital Producers, I led a comprehensive brand refresh. This included repositioning the brand, redefining the logo suite, introducing a new typography system, expanding colour palettes, and restructuring the way we produce content.

The project culminated in a complete website redesign, executed in partnership with UX/UI designer Josh Boissiere.

Homepage

Bedding collection page

Furniture collection page

Plush

How do you convey a tactile quality digitally? I developed a creative launch campaign in anticipation of Plush—our vertical expansion to the existing mattress assortment.

North-starring the campaign was the variable typeface Ohno Softie to communicate the expansive feel of Plush. I designed a logo suite consisting of standard lockups and 3D lockups with textures inspired by the mattresses themselves.

The variable font allowed motion graphics to be seamlessly integrated into our leading video loops. I also sandboxed other hard-working content types to support product education.

This campaign brought home $11M in revenue by Q4 with 10,000 units sold in three months, and an $83 lift in category AUSP.

Canada Day Sale

The wheel doesn’t need to be reinvented—my creative direction for Endy’s Canada Day summer sale pulled direct references from the modernist Canadian graphic archive, celebrating our heritage of Canadian innovation and legacy design.

Boxing Day Sale

I turned our 200 sq. ft. office studio into a post-party indulgence: freshly washed sheets, gifts, and champagne in bed. Think: your cool friend cleaning up her place after hosting the coziest dinner and the rowdiest White Elephant. And yes, I did convince my coolest friend to model for me.

Retail Design

Clicks to bricks, as they say. I led the experiential design for our first brick-and-mortar location in 2023 and developed a modular, eco-friendly packaging design system to expand across our retail assortment.

These systems have proven sustainable by successfully scaling to our two new locations in 2024.

Email Design Templates

A 0→1 design system for designers, marketers, and subscribers.

It pained my team to work on emails—so many flows, so little framework. The bulk of our day went into reinventing the wheel and navigating the gap between briefs and design outcomes.

We dove headfirst into a comprehensive audit of our entire email archive. We established a fundamental anatomy that was shared by the majority of our emails, as well as naming conventions for best performing layouts.

We then evaluated each design component. Our UX team assisted with valuable insights on user flow, accessibility, and email marketing trends that could be integrated.

Armed with these learnings, I led the development of our first email design system. This involved outlining foundational atoms, consolidating variants, defining patterns, and templating best-performing layouts.

The objectives? Minimal effort, maximum output, targeted feedback.

I categorized 2 groups of templates:

Promo emails to communicate all sale types and offers. 3 template options.
Last chance emails to indicate urgency. 4 template options.

The design system and templates are optimized for both desktop and mobile viewing.

Promo email templates

Last chance email templates

With these templates in action, our workflow is streamlined as follows:

Briefing:
Email Manager builds a wireframe by selecting an email template and any pre-designed components.
Pre-production:
Copywriter tailors content to the wireframe.
Production:
Creative develops visual design based on the wireframe and copy, then sends off for approval.

Blog Art Direction

Reading before bed > scrolling. The art direction for the Endy blog was inspired by risograph prints, utilizing both photography cut-outs and graphic forms to build a dreamscape. Below are cover artworks I made for some of our most scathing articles.

RV Mattress Guide: Why a Quality Mattress Matters on the Road

How to Choose a Bed Frame: 5 Tips for Support and Comfort

The Ultimate Guide to Calming Sleep Anxiety

3 Signs It’s Time to Replace Your Pillow

Index