Brooklinen

Branding
Content Strategy
Creative + Art Direction
Omnichannel Campaign Framework

Brooklinen: From Kickstarter to Brand

The Challenge: Fresh off a $237k Kickstarter campaign, Brooklinen had validated product-market fit but lacked brand identity. In a category where consumers showed zero brand loyalty and traditional retailers controlled the narrative through inflated markups, how do you build a lifestyle brand that breaks through?

The Approach: Leading the creative team, I positioned Brooklinen at the intersection of accessible luxury and cultural relevance. Drawing inspiration from John Lennon and Yoko Ono's bed-ins to Jean-Luc Godard's cinematic intimacy, the strategy reframed the bedroom as sanctuary—positioning rest as a lifestyle statement. I directed the development of a complete brand ecosystem: brand book, packaging, omnichannel campaigns, and art direction across all channels.

The Impact: The creative foundation enabled Brooklinen to reach $50M in revenue within three years and helped redefine how an entire category approaches brand building. The work proved that consumers will develop emotional connections to commodities when given creative permission to care.