Nora
Nora, an exclusive sleep brand by Wayfair, was built to bring an accessibly priced mattress into a crowded, fiercely competitive category. As a brand-new name, Nora needed a clear identity and a cohesive presence across product, packaging, web, and marketing from day one.
I helped build the brand from the ground up, developing its logo, visual system, messaging, packaging, photography direction, and brand guidelines. The result was a recognizable, cohesive brand that took Nora from concept to launch-ready and gave it room to grow. Launched in 2017, Nora is still sold by Wayfair today — more than eight years later.
Role: Brand Identity Design & Art Direction
The identity
I designed Nora's core identity — a clean wordmark, a calm palette, and a simple icon and pattern system — to feel restful and trustworthy in a category full of gimmicky bed-in-a-box brands.
Once the identity was established, I documented everything into a comprehensive brand book — shopping personas, supporting SKUs, lighting guidelines, voice and tone, and the full visual system. It gave the team a single source of truth to build from and ensured Nora could grow consistently beyond its initial launch.
Packaging and launch
Packaging had real work to do: explain a bed-in-a-box product, feel premium at an accessible price, and deliver a great unboxing. I designed a system that made the product easy to understand and satisfying to open — then carried that same warmth into the launch photography. With my partners, we art-directed Nora's shoot to show the brand in real homes and real life — warm, lived-in, human — and extended that look across the landing page, sizzle reel, and marketing materials.
Team & PartnersMary Ciccarelli (Creative Director), Kelsey Petrie (Video Director), Tara Donovan (Style Director), Brad Knipstein (Photographer), Meg Dente (Lead Copywriter), Erik DiMauro (Illustrator)