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Helix Brand Refinement Project @ 3Z
Published: November 7, 2024
Job description
Helix is a leading brand in the mattress category launched in 2015.
Helix was created for sleepers who recognize that we are all unique with specific needs and preferences. Backed by decades of research and a team of PHD sleep scientists, Helix mattresses were designed to create solutions that meet the needs of every body.
The brand is positioned around personalized solutions, with affordable luxury price points and a focus on a differentiated buying experience. Our products are designed using deep sleep ergonomics, best-in-class materials, and research/data for optimized comfort to deliver proven better sleep all night long.
Today, Helix is part of 3Z Brands, an innovative D2C mattress brand platform and vertically-integrated manufacturer of award-winning sleep products. Helix is the largest brand in the portfolio, and one of the fastest growing within the category over the last 5 years.
Project Overview
We are looking to bring on a partner to help the company refine the existing Helix brand and create a structured brand architecture to better drive our value proposition to customers. The partner would work closely with multiple internal stakeholders to help develop these norms to ensure consistency.
Important: Our ultimate goal is to better market our products in order to drive consumer conversion and sales. This is not a full “brand redesign” project. We want to be focused and contained in creating documents, norms, and future strategic suggestions to achieve these specific goals.
The output of this project would include:
Brand/Copy Guidelines → How do we talk about specific products? How do we think about customer problems and sleep solutions? How do we market the product to drive conversion? How do we best position our value within a competitive market?
Create a set of copy guidelines that provide consistency in talking about core brand differentiators, product lines and product features in a way that resonates and is easy to understand for customers and reinforces our brand positioning
Website/Asset Audit → Where is there opportunity? What can we improve? Where should we invest in the future? How do we make our visual assets do more and tell a more robust story?
Create a visual language and photo/video framework to visually communicate the points above (high level brand differentiation, product lines and product features). The goal is to create a consistent and distinct look and feel and make our key selling points salient and easily understandable
Branding Framework for Core Digital Products → Onsite quiz, upgrades, ancillary products
Strategy Suggestions → Any other core areas we can improve to drive value? Is something clearly missing during the customer journey?
Helix was created for sleepers who recognize that we are all unique with specific needs and preferences. Backed by decades of research and a team of PHD sleep scientists, Helix mattresses were designed to create solutions that meet the needs of every body.
The brand is positioned around personalized solutions, with affordable luxury price points and a focus on a differentiated buying experience. Our products are designed using deep sleep ergonomics, best-in-class materials, and research/data for optimized comfort to deliver proven better sleep all night long.
Today, Helix is part of 3Z Brands, an innovative D2C mattress brand platform and vertically-integrated manufacturer of award-winning sleep products. Helix is the largest brand in the portfolio, and one of the fastest growing within the category over the last 5 years.
Project Overview
We are looking to bring on a partner to help the company refine the existing Helix brand and create a structured brand architecture to better drive our value proposition to customers. The partner would work closely with multiple internal stakeholders to help develop these norms to ensure consistency.
Important: Our ultimate goal is to better market our products in order to drive consumer conversion and sales. This is not a full “brand redesign” project. We want to be focused and contained in creating documents, norms, and future strategic suggestions to achieve these specific goals.
The output of this project would include:
Brand/Copy Guidelines → How do we talk about specific products? How do we think about customer problems and sleep solutions? How do we market the product to drive conversion? How do we best position our value within a competitive market?
Create a set of copy guidelines that provide consistency in talking about core brand differentiators, product lines and product features in a way that resonates and is easy to understand for customers and reinforces our brand positioning
Website/Asset Audit → Where is there opportunity? What can we improve? Where should we invest in the future? How do we make our visual assets do more and tell a more robust story?
Create a visual language and photo/video framework to visually communicate the points above (high level brand differentiation, product lines and product features). The goal is to create a consistent and distinct look and feel and make our key selling points salient and easily understandable
Branding Framework for Core Digital Products → Onsite quiz, upgrades, ancillary products
Strategy Suggestions → Any other core areas we can improve to drive value? Is something clearly missing during the customer journey?
Experience Requirements
What we are looking for:
Strategic brand thinking that is business goal orientated
Tangible outputs that Helix can take over and own internally
Short/medium term thinking - we need to execute in a 3-12 month time horizon
A partner that can stay within the scope of the project and work closely with internal stakeholders
What are we not looking for:
Fluff: Internal mission statements, ethos, mantras, or manifestos
Design exercises e.g., colors, logos, typefaces
We do not need all the assets created and copy written - just the framework and foundational setting
Ideas or suggestions that we cannot bring to life or live outside the scope or our category
Deep consumer research → Project limited to a single customer / general population survey, as well as access to our deep existing insights library
A fully baked “brand redesign” exercise
Strategic brand thinking that is business goal orientated
Tangible outputs that Helix can take over and own internally
Short/medium term thinking - we need to execute in a 3-12 month time horizon
A partner that can stay within the scope of the project and work closely with internal stakeholders
What are we not looking for:
Fluff: Internal mission statements, ethos, mantras, or manifestos
Design exercises e.g., colors, logos, typefaces
We do not need all the assets created and copy written - just the framework and foundational setting
Ideas or suggestions that we cannot bring to life or live outside the scope or our category
Deep consumer research → Project limited to a single customer / general population survey, as well as access to our deep existing insights library
A fully baked “brand redesign” exercise
