DORIAN CHEN

As Creative Director, I defined the overarching vision and strategy to transition Mattress Firm from a product-led retail identity to an editorial-driven lifestyle organization. This transformation involved leading a multidisciplinary team of 20+ to elevate promotional campaigns and brand standards across all touchpoints—including 360° marketing, in-store experience, .com, social, and high-end photography and video production. The result was a cohesive, premium visual language that modernized the brand’s presence and aligned every channel under a unified strategic direction.