Sleep Well Rested
SEE IT LIVE.
It was a massive redesign project, even bigger than King Kong Bundy!
When promoting niche offerings, such as the products available on Sleep Well Rested, it’s equally important to educate the public on the products as well as providing a simple and direct point of purchase. Absolutely none of this was present on the incarnation that existed before Studio LXXII stepped in.
Alternative treatments for conditions affecting one’s sleep shouldn’t be scary or imposing, and this also applies to the logo for the entity promoting them. Therefore the mission became obvious: rebuild from the ground up, and refocus the content, with a determination to liven up the presentation.
The material I was presented to work with was a mishmash of text and tables all blending together into an incoherent quagmire. If you expect the public to shove your product up their nose, you better have their trust. And how do you gain said confidence? Through a combination of a focused structure with strong call-outs, as well as vivid colors and illustrative imagery to make the science behind these technologies less intimidating.
This new approach applied itself to the logo as well. SOFT is the theme, like a fluffy pillow for your weary head. The kerning in the type was tightly condensed, and the mark is an amalgamation of the three-Z’s that represent hearty snoring and a heart signifying the love for a good night’s sleep.
Every company needs its own identity, especially when it specializes in the marketing and resale of other company’s products. Unfortunately this was not the situation with Sleep Well Rested early on, as they adorned themselves with the logo and color scheme of one of their main principle initial offerings, leaving consumers confused as to who they were conducting business with.
At the end of the day, you want to impress yourself upon your clientele so they are more focused on you as the giver of solutions to what ails them, rather than risk losing them as they go straight for the source. This philosophy translated to the social media campaigns developed by the Sleep Well Rested team, where the focus was to tell visual stories that the consumer could emphasize with, especially if they too suffered from sleepness night.
