Jordan’s Furniture

Eliot’s goodbye tour

Eliot Tatelman, former president and public face of Jordan’s Furniture is retiring and passing it along to his sons. Under new leadership in a creative pitch, we were asked to elevate their brand, while also embracing their current quirkiness. To show them our creative chops, they asked that we start by rebranding and reimagining their SleepLab, under the new name, Sleep Lounge. We delivered an entirely new design direction and also reimagined the sleep space and activations around it. But we quickly realized not addressing their master brand and how it would fit together would do us a disservice. So we surprised them with an initial pass on a master rebrand. They were completely enamored and excited by this, but Eliot had the final say in the end. And despite being the final two in the final pitch, and despite the teams reco… womp womp.