Casper
Casper is an award-winning sleep company, known for redefining the mattress shopping experience with a playful, design-forward approach to wellness and comfort. We’re sleep-obsessed, so we make it our mission to help every Canadian find their perfect sleep.
Casper Canada’s story is one of evolution since becoming independent from its US counterpart, undergoing a creative refresh to establish its unique voice and visual identity — and my work has played a significant role in shaping that transformation. My efforts have centred on how the brand has presented itself in a new way and connects with Canadians. From developing new imagery to refining the brand’s voice and visual language, my focus is on creating a unified identity that blends strategy with storytelling — keeping Casper’s cozy, clever charm intact while making every touchpoint sharper, cozier, and unmistakably ours. Since Casper Canada became independent, I’ve led full production processes — from concept and planning to styling, art direction, and deliverables — capturing all-new e-comm and lifestyle imagery for web and marketing campaigns. Beyond production, I have directed and designed countless assets, templates and created cohesive visual systems for email marketing, digital advertising, retail, and organic content, setting new creative standards that ripple across points of engagement.
Role
Senior Designer
Art Direction
The Brand Refresh
2025
The brand refresh unfolded over several months, beginning with a facelift of our brand identity and guidelines — including updated direction for props, styling, and overall visual tone. This strategic groundwork led into a full lifestyle shoot showcasing our entire product assortment across a series of thoughtfully designed sets. In parallel, we spent weeks recapturing all-new ISO imagery for every product re-sourced for the Canadian market. I guided the planning and art direction for these initiatives and supported set styling, ensuring the final image library reflected our updated creative standards and clearer visual direction.
Meet Casper.
Meet The…
2025
Our “Meet The…” series became the anchor of Casper’s refreshed presence in Canada, introducing a clearer visual identity across key product categories. I worked on the art direction & design for the evergreen campaign, spanning mattresses, sheets, and furniture, and shaped the accompanying video assets used across web and upper-funnel platforms. The result is a cohesive, always-on campaign that strengthens awareness, builds consideration, and brings our updated brand style to life.
Casper’s 2025 Holiday Campaigns were all about creating bedroom spaces you could practically step into. We crafted seasonally shifting rooms—from the warmth of Thanksgiving to the calm, self-care energy of the New Year—that became the backbone of our storytelling across every channel. I shaped the production and set concepts and worked closely with our stylist and videographer to bring the rooms to life, building a cozy, cohesive holiday world across photo and video.
Cozy Season Campaigns
2025
Introducing the 2025 Casper Gift Guide — designed to position our products as economical, functional, and thoughtful holiday gifts. Each item is tagged with “Under $$” pricing for easy shopping, and organized into easy to shop categories like “Cozy Gifts” and “For the Family”.
The Casper Gift Shop is officially open.
Holiday Gifting Campaign
UNDER CONSTRUCTION
〰️
UNDER CONSTRUCTION 〰️
Casper, Delivered
2025
I like to joke that working on email is my “comfort task,” but the impact is anything but small — these templates touch every customer inbox with Casper’s signature style. I reimagined Casper’s email templates from the ground up, unifying layouts, features, typography, and even corner radiuses to create a consistent, accessible system. I designed flexible blocks that make it easy to swap in seasonal imagery while keeping the core structure intact, streamlining the team’s workflow and improving efficiency. “Welcome flow”? Now that’s my idea of a relaxing activity.
UNDER CONSTRUCTION
〰️
UNDER CONSTRUCTION 〰️
Product Launches
2025
As Casper Canada rebuilt its full product assortment, each launch needed a cohesive visual world to introduce it. I shaped the art direction for our major releases — including Tencel Sheets, Sateen Sheets, the Repose Nightstand, and the Cozy Throw — crafting sets and imagery that felt intentional, tactile, and distinctly Casper. These launch assets became the foundation for videos, paid and organic content, email, and more, creating a unified look and feel that carried seamlessly across every customer touchpoint.
UNDER CONSTRUCTION
〰️
UNDER CONSTRUCTION 〰️
Team Credits
Natalie Narbutt, Designer & Illustrator
Emily Southey, Copywriter
Jared Leckie, Photographer
Alex Gook, Videographer
William Scott Christy, Stylist