Case Study


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Founded by celebrity lifeguard Harrison Reid, 10pm was created to bring consumers a better mattress which doesn’t use weird materials or offshore factory shortcuts; many of the issues with the other players in the competitive Australian market.

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As a project, 10pm is one which was touched by almost all parts of our Previously Unavailable; from the Innovation Team leading on business design, strategy, commercial modelling, and logistical aspects, through to the brand team creating a dynamic and distinctive brand identity to stand out in the crowded Australian market, which flowed from web presence right through to the product design. 

With 10:PM, PU was able to be part of the journey from the very earliest part of a company’s inception right through to market launch – working as a partner to a founder before they build a team of their own.

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