step into the covers of: sleepBD
content strategy & creative direction
For SleepBD, the strategy and direction started with a vision, but without a defined visual or content direction yet. The founder had an idea of how the brand should feel, but needed to translate that vision into a clear world.
Together, we translated the brand vision into a direction that speaks to the target audience and positions SleepBD as part of a broader approach to health and wellbeing, rather than focusing solely on the product. The content focused on themes such as sleep, recovery, health, nutrition and self-care, creating a more complete perspective on feeling well.
A key focus was finding the balance between education and aspiration. The content needed to make health and sleep-related information easy to engage with, while also making wellbeing feel desirable and relevant to everyday life.
Visually, the direction combines a dark blue and yellow color palette, creating a recognisable identity that feels both trustworthy and energetic. From this direction, we developed creative concepts that bring the SleepBD world to life.
content creation
For SleepBD, we organised a small two-hour content creation shoot focused on showing the supplements within self-care and sleep routines. The locations and settings were carefully selected to reflect the moments when the target audience would naturally use the products, from evening routines in the bathroom to moments next to the bed or while preparing food and drinks. This created natural selling moments, positioning the products within an aspirational lifestyle and making them feel desirable and relevant to everyday life.
We also explored the sensory side of the products by inplementing taste, colour and other visual elements that were carefully selected based on the flavour of each product and SleepBD’s brand colours. This allowed us to create content that not only showcases the products, but also communicates their taste and experience in a visually engaging way.
graphic design
For the graphic design we focused on informative and educational content around the sleep supplements and everyday wellbeing. This includes product education, night routines, CBD drink recipes, nutrition tips and sleep hygiene based on scientific research. The goal was to make the designs feel informative and accessible while staying in line with the visual direction of SleepBD.
*At the request of the owner of SleepBD. Since the budget is limited, they also suggested that AI surrealism content could be a really cool direction for variation.
