To design a powerful corporate identity, InReality initiated in-depth analysis to identify DreamFit’s target customer, then designed for that exact demographic. Utilizing specific research tools and methodologies, we established a solid corporate identity to elevate DreamFit’s position in the marketplace. To overcome industry misuse of the thread count measurement, we helped DreamFit establish a proprietary “degree” system – ranging from 1st to 7th degrees of quality – that clearly identify unique performance levels of linens. The system makes it easier for shoppers to compare actual product quality across multiple manufacturers.