Shelby Catalano

Ashley HomeStore was launching one of its first mattresses in a box—and they needed fresh, unique branding that would speak to its target audience of millennials and Gen Z. The name "Grǔve" stuck, as it spoke to younger people's resilience and ability to "go with the flow" and "find their groove." I was a lead writer on the project, and the diacritical mark above the "u" in Grǔve reminded me of the motion of unrolling a mattress, so I conceptualized a logo animation to best display this motion. It was incredibly effective, and I also infused playful, light language throughout the launch campaign to complement the audience's very busy lifestyles and the need for carefree relaxation. From there, I created multiple video and radio spots to showcase relatability to wider audiences, from college students to growing families, and these garnered high views and engagement upon the brand's launch. Despite steep competition in the market, this mattress campaign accelerated Ashley's presence in mattresses and bedding.​