Purple
Agency
Category
Year
AKQA
Experience design, Design system, Prototyping
2023
Positioning for premium market evolution
Purple was known for redefining comfort through its gel grid technology. As the company moved into higher-end product lines, it needed a digital platform that reflected its evolution. The challenge was to elevate perception while keeping the brand’s signature accessibility and trust. The platform had to speak to new audiences without alienating existing customers. The business goal was to guide consumers toward higher-value purchases through a more intentional experience. This meant rethinking how the brand presented innovation, value, and design.
Positioning for premium market evolution
Purple was known for redefining comfort through its gel grid technology. As the company moved into higher-end product lines, it needed a digital platform that reflected its evolution. The challenge was to elevate perception while keeping the brand’s signature accessibility and trust. The platform had to speak to new audiences without alienating existing customers. The business goal was to guide consumers toward higher-value purchases through a more intentional experience. This meant rethinking how the brand presented innovation, value, and design.
Building a refined digital experience
The new site translates Purple’s material innovation into a more elevated, intuitive experience. A minimalist layout uses white space and structured hierarchy to give products room to breathe. Subtle motion and photography create rhythm and warmth, balancing function with calm sophistication. The interface leads visitors through product exploration in logical steps, helping them identify their ideal mattress with ease. Every touchpoint reinforces the premium feel, from typography and color to the tone of content. The result is an experience that feels as comfortable as the products it represents.
Building a refined digital experience
The new site translates Purple’s material innovation into a more elevated, intuitive experience. A minimalist layout uses white space and structured hierarchy to give products room to breathe. Subtle motion and photography create rhythm and warmth, balancing function with calm sophistication. The interface leads visitors through product exploration in logical steps, helping them identify their ideal mattress with ease. Every touchpoint reinforces the premium feel, from typography and color to the tone of content. The result is an experience that feels as comfortable as the products it represents.
Building a refined digital experience
The new site translates Purple’s material innovation into a more elevated, intuitive experience. A minimalist layout uses white space and structured hierarchy to give products room to breathe. Subtle motion and photography create rhythm and warmth, balancing function with calm sophistication. The interface leads visitors through product exploration in logical steps, helping them identify their ideal mattress with ease. Every touchpoint reinforces the premium feel, from typography and color to the tone of content. The result is an experience that feels as comfortable as the products it represents.
Strengthening connection through clarity and trust
The redesign positioned Purple as a premium brand grounded in comfort and science. Customers now engage through a simpler, more confident story about performance and wellness. The site’s responsive system ensures the experience is consistent across every device. Increased clarity has reduced friction in product comparison and decision-making. The work redefined how Purple presents value, building long-term trust with both loyal and new customers. It positions the brand for future growth as it continues expanding its product portfolio.
Strengthening connection through clarity and trust
The redesign positioned Purple as a premium brand grounded in comfort and science. Customers now engage through a simpler, more confident story about performance and wellness. The site’s responsive system ensures the experience is consistent across every device. Increased clarity has reduced friction in product comparison and decision-making. The work redefined how Purple presents value, building long-term trust with both loyal and new customers. It positions the brand for future growth as it continues expanding its product portfolio.
Strengthening connection through clarity and trust
The redesign positioned Purple as a premium brand grounded in comfort and science. Customers now engage through a simpler, more confident story about performance and wellness. The site’s responsive system ensures the experience is consistent across every device. Increased clarity has reduced friction in product comparison and decision-making. The work redefined how Purple presents value, building long-term trust with both loyal and new customers. It positions the brand for future growth as it continues expanding its product portfolio.
