Revamped Brand Positioning & Exceptional E-Commerce Website case study.

Yankee Mattress Company is an employee-owned mattress manufacturer in Agawam, Massachusetts. Dedicated to ensuring its customers get the quality rest they need, Yankee Mattress is centered around sparking customers’ excitement for the day thanks to a good night’s sleep on an incredible mattress.

Yankee Mattress Company was founded on the belief that they could create a better mattress at a better price while delivering a superior customer experience through listening, transparency, and their willingness to go the extra mile.

one year post website launch (april 2023-march 2024):


New Users


Increase in Engagement Rate


Reduction in Bounce Rate

the problem to solve

Yankee Mattress was looking for a revamp to its branding along with a new e-commerce website. They needed a more focused approach to their target market, with stronger messaging and values that elevated their branding to the same level as their high-quality mattresses.

the dream

Threshold wanted to position Yankee Mattress as more than a retail store, but an employee-owned company that’s invested in their customer’s quality of life. After all, a good night’s rest is important because it impacts someone’s ability to live life to the fullest.

the strategy

yankee case study threelines

Phase 1

Brand Positioning & Messaging

Following extensive market and customer research, Threshold created two brand concepts for the client to choose from, both with a core purpose, messaging, tagline, brand voice, and visuals. Each concept brought the brand to a more modern place, differentiating it from competitors by highlighting the craftsmanship that goes into their mattresses. Throughout this process, we decided to change the company name from Yankee Mattress Factory to Yankee Mattress Company. This name change emulated the more elevated direction the brand was heading.

Phase 2

Branding Refresh

The brand’s new messaging needed a new logo, brand guidelines, stationary, photography, apparel design, and more. We chose to design this brand with a logo font that spoke to handmade craftsmanship and a subtle mattress icon that would become a recognizable brand statement. Soothing colors and soft graphics were used to make the audience feel calm and relaxed when interacting with the brand. Just as we’d want them to feel when sleeping on a Yankee mattress.

Phase 3

E-commerce website

Yankee Mattress’ previous website didn’t allow for a streamlined online ordering experience. Our website design included easily navigable shopping categories as well as detailed shop pages. Each mattress product page included custom graphic designs that detailed each section of the mattress materials, making it easy for customers to browse and select the mattress best suited for them. We even custom-coded the checkout process, ensuring shipping options were accurately calculated based on location.

Our goal for this website was to mimic the in-store experience customers have, providing them with clear information so they could make informed decisions. After all, mattress shopping is a personal experience.


that proved our strategy worked.

The final brand not only connects better with the target audience, but it feels timeless and elevated. Each aspect of the brand ties in seamlessly with the next, inspiring the company’s employee-owners and ensuring the quality of the mattresses is felt within the quality of the branding.

Yankee Mattress’ goal to inform their customers and increase the usability of their e-commerce website can be seen by the fact that when switching their website to our e-commerce one, Yankee Mattress Company saw growth in new users and engagement.

Yankee Mattress Company can now confidently say they’re crafting comfort for amazing sleep and better days.


“YAY!!! Thanks so much, Tiger. The site looks really good.”

Adam Miller, President of Yankee Mattress Company


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