Sleepio Brand Evolution
Team: Neil Simpson, Collin Hall
Over its years of use, the Sleepio brand had grown and adapted through strategy pivots, innumerable marketing campaigns, and significant audience growth. As we looked to a future with a large user base, a growing design and marketing team, and increased vendor partnerships it was apparent that for efficiency and consistency the Sleepio brand would need to be streamlined. By refining color palette, introducing photography guidelines, establishing a brand engagement journey framework, and paring down Sleepio’s diverse visual style, we created a scalable brand system that was easily accessible for outside use while maintaining Sleepio’s vibrant spirit.
Sleepio Brand Guideline Selects
The Sleepio Brand Engagement Journey
Sleepio brand messaging adapted to each audience: VPs of Benefits required a different approach than clinicians, who required a different approach than users. As Sleepio embraced it’s clinical efficacy as a differentiator, there was uncertainty in how it would affect marketing to the average user. We established a simple framework for how we should communicate with our users on both the micro and macro level.
From a simple email to a multi-phase campaign, the Sleepio Brand Engagement Journey is a rule of thumb for comms. We lead with Connection, presenting an approachable tone and demonstrating an understanding of their problems. We follow up with Validation by highlighting our proven research and efficacy as a solution. We finish with Empowerment—supporting users where they are in their journey and promoting confidence in their progression.
