REFRESH OF THE NATION’S SLEEP HELPINE

EVENTS & ORGANISATIONS

VISUAL IDENTITY • DIGITAL DESIGN • PRINT COLLATERAL • CAMPAIGN DEVELOPMENT

The National Sleep Helpline has rapidly grown over four years. We created the first identity in 2021. With new sponsors onboard and wider awareness, it needed a refresh that felt current, warm and aligned to The Sleep Charity.

THE APPROACH

We kept the trusted dark blue from the charity and the original helpline work. To open the palette and lift the tone, we introduced a lilac and a yellow. The aim was simple, feel friendly and human, while staying clear and credible for people seeking support.

THE IDEA

At the heart of the update is a single thought, connection. We drew this as a soft cursive line that runs from caller to helpline. It guides the eye, frames photography and gives each layout a gentle sense of care. The line works small on social and large across print, so the system stays consistent wherever it appears.

The typographic voice balances personality and clarity. A hand scripted display face adds a personal touch. A clean sans serif carries information and keeps calls to action easy to read. Together they feel approachable without losing authority.

Imagery leans into people. We use the graphic line to connect subjects, wrap around portraits and create simple frames. The result is a visual language that shows support in action, not just words on a page.

THE IDEA

At the heart of the update is a single thought, connection. We drew this as a soft cursive line that runs from caller to helpline. It guides the eye, frames photography and gives each layout a gentle sense of care. The line works small on social and large across print, so the system stays consistent wherever it appears.

The typographic voice balances personality and clarity. A hand scripted display face adds a personal touch. A clean sans serif carries information and keeps calls to action easy to read. Together they feel approachable without losing authority.

Imagery leans into people. We use the graphic line to connect subjects, wrap around portraits and create simple frames. The result is a visual language that shows support in action, not just words on a page.

THE DELIVERABLES

  • Refreshed identity system for the helpline, including colour palette, type styles and graphic line assets.

  • Digital toolkit for teams and partners, with layouts that scale from mobile to desktop.

  • Redesign of the National Sleep Helpline page within The Sleep Charity website, including hero assets, content modules and calls to action.

  • Poster suites for schools, healthcare settings and workplaces, built as templates for local printing and easy distribution.

  • Sponsor lockup options to recognise funding partners without diluting the helpline brand.

  • Social and email assets to support campaigns and awareness drives, ready to roll out across channels.

The update keeps what people already trust, then adds warmth, clarity and flexibility so the helpline can keep growing.

MORE

WORK

THE SLEEP CHARITY

BED ADVICE

WOMEN IN AGENCIES