Sleep Easy Creative Direction and Brand Strategy — Lucy Pope - Creative Lead, Branding Specialist, Product Designer

SLEEP EASY

CREATIVE DIRECTION, BRANDING, BRAND STRATEGY

As Freelance Brand Strategist and Design Lead, I have been working collaboratively with the Sleep Easy founders and external agency teams across all branded collateral since March 2020. Beginning with a total branding overhaul, this work has expanded into brand and web design guidelines, and a social playbook.

Further work has involved Creative Direction across expanding on the digital brand arsenal, including: illustrations, iconography, product photography and video, and animated assets for social and web. I have also completed product photography across the full Sleep Easy brand offering. Further projects have also included custom responsive web and email design, and all printed and packaging collateral.

Working with Sleep Easy has been and exciting medium to also apply my existing and challenge my expertise across design for social channels, including paid social for Facebook and Instagram. We are currently working on social feed cohesion, design and strategy for Instagram, including templates, TOV and content.

BRAND GUARDIANSHIP

BRANDING, ASSETS, GUIDELINES

The Sleep Easy brand mission is to inspire its target audience to have a higher quality of life through a higher quality of sleep, supporting this shift with its EasySleeper Pillow and wider product range.

The brand itself has been created around this focus, incorporating energising colour ways, gradients, graphic motifs, and imagery. These brand facets reflect the stages in the day, colours in the sky, levels of energy and Sleep Easy will help their users attain. There is special focus on the way Sleep Easy talks to their Community of Sleepers, positioning themselves as a empowering, encouraging, supportive presence, enabling and educating on restorative, higher quality sleep.

ART DIRECTION

ART DIRECTION FOR SHOOT AND ASSETS. ALL PRODUCT PHOTOGRAPHY COMPLETED USING OWN KIT

SOCIAL AND VIDEO CONTENT

A combination of bespoke video footage and user generated content were used to produce the suite of static social and video assets below. All non-UGC content storyboarded and footage shot myself. All content storyboarded, created, animated and optimised for intended channels in collaboration with one of the Sleep Easy founders.