Ashley Furniture recognized a human truth—we all hate buying new mattresses. So they banished sketchy salespeople, high-pressure tactics and giant inflatable rooftop gorillas and in their place created Zzz’s by Ashley. More of a sleep spa than a mattress store, this site captured Zzz’s more enlightened retail experience for a web audience. I also created “The Nightstand,” a sleep and wellness blog, as well as its content at launch.