White Dove Mattress

Overview

For more than a century, White Dove has been quietly handcrafting some of the most durable mattresses in America. Founded during the Great Depression by H. Goodman, the company built its reputation on innovation and uncompromising craftsmanship, creating the first mattress to combine a Holland Innerspring with body-forming foam. Over four generations, the brand has become synonymous with quality and peace of mind.

But in a marketplace dominated by heavily advertised national brands, White Dove’s digital presence no longer reflected its heritage or its craftsmanship. The company needed to modernize its identity and create a platform that could tell its story to today’s consumer while equipping its retailer partners with better tools to compete and win.

Solution

TWIST developed a comprehensive brand platform that fused heritage with modern relevance. We began by defining the positioning around “Old Fashioned Comfort Built for the Modern World” and building a visual identity system that reinforced both trust and innovation. The refreshed logo, color palette, and typography were carried through to a redesigned website that elevated storytelling and usability. Collection branding gave each mattress line a distinct personality while remaining consistent under the master brand. We also extended the experience into the physical showroom, designing graphics, displays, and materials that helped sales staff bring the White Dove difference to life. Social media campaigns and digital content further amplified the story, while retailer tools—from sell sheets to animations—gave partners practical ways to showcase White Dove’s superior craftsmanship and value.