North American Mattress Upcycling

Over the course of more than 25 years, Chicago Mattress Company grew from a small family company supplying fabric to local furniture upholsterers to a full-service manufacturer of renovated mattresses. Its unique process takes materials from used mattresses and transforms them with state-of-the-art health and safety procedures to create low-cost mattresses and box springs, tailored to meet the needs of value-conscious families. The business was inherently sustainable—long before “sustainability” became a business buzzword.

 Yet the company’s business positioning, image and messaging were stuck in the past. It failed to reflect its ground-breaking, environmentally sustainable upcycling process that saves millions of tons of harmful mattress waste from landfills, while providing affordable, eco-friendly mattresses to consumers seeking a sustainable choice.

 Seven Mile Communications executed an ambitious brand makeover to reposition the company under the new umbrella of North American Mattress Upcycling, demonstrating how NAMU and its related entities are leaders in creating an environmentally sustainable mattress industry. The result is a vibrant, fully integrated message for a family of brands that are well-positioned to resonate with new customers and spark growth.