Mental Health Awareness Campaign

Strategic Rebrand with a Mental Health Focus

At Gravity Blankets, we led a brand evolution that repositioned the product from a purely scientific sleep solution to a wellness-driven tool supporting mental health — meeting consumers where they really were: anxious, stressed, and sleep-deprived.

While the brand’s original messaging leaned heavily into clinical research and product specs, it wasn’t resonating with a broader audience seeking comfort and emotional support. I spearheaded a strategic rebrand that shifted Gravity’s positioning to focus on emotional well-being, stress relief, and better sleep — rooted in empathy and expert validation.

We partnered with leading mental health organizations like NAMI (National Alliance on Mental Illness) and the Brain & Behavior Research Foundation (BBRF) to reinforce credibility and ensure our campaigns were expert-backed. During Mental Health Awareness Month each May, we launched dedicated campaigns highlighting education, community stories, and a give-back initiative — donating a portion of every Gravity Blanket sale to BBRF, ultimately raising $50,000.

When the pandemic amplified consumer anxiety, we doubled down on our commitment to community care—hiring an anxiety coach to host virtual sessions, provide resources, and engage in conversational SMS support. This let our customers know we were here for them beyond just product recommendations.

This brand transformation not only humanized Gravity Blankets but also deepened customer trust expanded reach and positioned the brand as a leader in the intersection of wellness and mental health.