PROBLEM

Rebrand company to represent new leadership and to gain respect in the field.

SOLUTION

Rebrand company with industry related concept and assist audience in identifying all subsidiaries/products.

OPPORTUNITY

Gain new members, enhance visibility and trust with respected associations, increase cross marketing junctures.

ROLE

• Graphic Design
• Art Direction
• Web Designer

Thought Process

Brand Needs – While the company was undergoing new leadership and launching objectives in a new direction, there was a need to create a timeless mark with  bold/professional typography which put us at the forefront of the field allowing us to gain trust and create new partnerships. Our keywords to visually represent included “sleep/professional/bold/modern”

Early attempts – Major difficulty revealed itself in the beginning as efforts went to gaining stakeholder trust to push the boundaries outside of our previous comfort zone. Slowing gaining buy in allowed the design team to shift creative direction to visual meet the goal of portraying the brand’s shift in direction.

Style – I wanted to lean away from an abstract mark and focus on typography as the company was launching a new simple URL which matched our acronyms. Developing art direction to focus on the universe to visually represent the circadian rhythm created a solid foundation to allow for creativity. The first step was to source a typeface which was bold and friendly. Next was to develop elements within the typography to put the “S” for “sleep” in the middle of the sun and moon. The logo needed to reveal the circadian rhythm and the importance of sleep and sleep health.

Pitch & Storytelling

As efforts went to gaining buy in from the executive staff, next was the board of directors. Overcoming the emotional attachment to the brand’s history and launching into a new future called for advanced story telling. Taking inspiration from Saul Bass’s 1969 AT&T brand pitch helped developed key talking points and a flow which guided the audience through the creative thought process. Review the full pitch.

One of my talented team members hustled to mock up 12 custom brand collateral for each board member. This allowed them to physically hold the future of the company’s brand in their hands.