Casper Studio

How can we set boundaries at home when we're working from home?

Product Innovation |  Product Launch
My role
Trend analysis
Brand audit
Consumer research
Strategy development
Creative briefing
Creative doodling

TL;DR 

While existing murphy beds have focused on selling product benefits, Casper will plant their flag on higher ground by focusing on how their murphy bed can help lighten the mental load of working from home.

CHALLENGE

After COVID hit, people across the globe realized that their space doesn’t work for working from home and it’s caused added mental stress. The downside? Most people expect to continue working from home long after COVID subsides.
INSIGHT

Although people are unhappy sharing their home office with their bedroom, most are unwilling to consider a multipurpose bed due to perceived lack of comfort and style.
 
SPACE FLEXIBILITY
There is a need for space flexibility due to working from home. This need will continue due to the lasting effects of COVID-19.
OFFICE IN THE BEDROOM
The home office in the bedroom has created a wellness gap, affecting the ability to mentally separate work, home, and sleep.
MULTIFUNCTIONAL ≠ COMFORT
While on paper, flexible furniture options are a solution, they are not yet mainstream and lack easy access to comfort and style.

Opportunity

Casper considers themselves a technology company that prioritizes mental wellness above all. They are well known for their emphasis on comfort, minimalist style and ease of use. They are perfectly positioned to introduce a solution.

Solution

Casper launches Casper Studio: a murphy bed for the modern day worker.

Product Innovation

Casper Studio Bed

While existing murphy beds have focused on selling product benefits, Casper will plant their flag on higher ground by focusing on how their murphy bed can help lighten the mental load of working from home.
LIVING
Pivot the desk and stow your bed to make room for any and all living activities.
WORKING
Bring your desk front and center while keeping your bed out of sight and out of mind..
LOUNGING
Easily bring your bed back to the party when you’re ready to close your tabs.

Strategy

Casper Studio creates boundaries in your physical space that encourages boundaries in your mental space.

See it on

Casper.com

Casper studio will have its own section within the Casper website. This allows Casper to develop the studio line with a modern aesthetic that is positioned to appeal more to the urban consumer.

See it in

your room

Casper knows the importance of ease when deciding what products to use in your space. We use AR to help people see the bed in their room and determine if it will work for them.
THE TEAM
Alex Reid, Brand Manager
Ellie Proctor, Strategist
Kate Power, Copywriter
Joe Mrava, Experience Designer
Marshal Turner, Experience Designer
lamperte2@mymail.vcu.edu   
(270) 314-3281   
Resume
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