tulo bed-in-a-box
BRAND DESIGN & PRODUCT LAUNCH
Associate Creative Director
Havas New York
2017
Bed-in-a-box brands tout a 'one-size-fits-all' mattress. We challenged this notion, envisioning a world without choice, to launch tulo – a brand that celebrates individuality by providing diverse mattress options.
From naming the brand to designing the logo to telling the whole world about it, we did everything except design the actual mattress. But we did offer.
CASE STUDY
'ONE' IS NOT A CHOICE
These distopian films announced the return of choice.
One Haircut :15
One Paper :15
One Pet :15
One Emoji :15
DESIGNING THE BRAND IDENTITY FROM SCRATCH
SOCIAL CONTENT
With three comfort levels to choose from, we created 150 pieces of content that reminded the internet it has a choice when it comes to sleep.
HOLIDAY OUT-OF-HOME IN NYC
RECOGNITION
2018 THE WEBBY AWARDS
+ Honoree, Best Copywriting
2018 THE SHORTY AWARDS
+ Bronze, Integrated Campaign
+ Shortlist, Art Direction
+ Shortlist, Consumer Brand
PRESS
Fast Company
Bloomberg
New York Post
The Drum
Adweek
CREDITS
CCO
Toygar Bazarkaya
ECD
Israel Garber
GCD
Mike Sullivan
ACD
Joseph Delhommer
Callum Fitzhardinge
Design Directors
Robert Terlizzi
Salvador Velez
Art Director
Sarah Fisher
Matt Consolazio
Visual Designer
George Bokhua
Soojin Park
Copywriter
Chamsseddine Abdelhafidh
Blake Fromkin
Andrew Niemira
Account
Lindsay Day
Quinn Levin
Strategy
Elaine Purcell
John Redmond
Senior Digital Producer
Michael Dolce
Senior Producer
Jane Minehan
Photographers
Monica Stevenson
Christian Maine de Biran
Joey D’Amelio
Directors
Jerk Store
Editor
Zeke O'Donnell
Production
Tool of North America
Bandit
Tonic Films
Joseph Delhommer is an Executive Creative Director and Business Leader based in Brooklyn, NY.
© 2025
High fives to all the amazing individuals who helped make this work possible.