SUPPORTING THE NATION TO SLEEP BETTER.
EVENTS & ORGANISATIONS
BRAND STRATEGY • LOGO & VISUAL IDENTITY • WEBSITE DESIGN & DEVELOPMENT • DIGITAL DESIGN • PRINT DESIGN • CAMPAIGN DEVELOPMENT • BRAND GOVERNANCE
The Sleep Charity was formerly known as The Children’s Sleep Charity until 2019. After an internal decision to branch out into other areas of sleep and not wholly focus on children, it was apparent that a change of name and rebrand was required. The organisation was also growing from a local initiative to a nationwide charity and required a brand presence that could match its evolving audience, partnerships, and funding opportunities.
THE CHALLENGE
The challenge was to create a dynamic, flexible brand that could resonate with individuals, professionals, and corporate partners alike. The identity needed to capture the essence of sleep as an essential pillar of health while positioning the charity as a modern, authoritative, and approachable leader in the field.
THE APPROACH
The Sleep Charity knew their market, their direction and where they wanted to grow. We carried out a workshop to understand their aims and look at the structure of their organisation. This gave us full insight and information to be able to build their brand model, building on their core values, developing the brand character and a subsequent visual identity which was flexible across multiple touchpoints and channels.
THE IDEA
Helping the nation to get better sleep.
The mission became the idea – providing everything, everyone needed to get better sleep and improve their lifestyle. Using this as the commanding idea meant that everything we created for a visual identity then had purpose.
We created a logo that represented approachability and diversity, understanding that everyones needs are different. We also needed to ensure that this, along with the visual identity system was flexible across the multiple applications and sectors The Sleep Charity aimed to operate in.
The colour palette naturally took on blues to emulate the night sky, with a cyclical gradient representative of sleep states, rippling outwards.
Our work with The Sleep Charity on their master brand then led to multiple other projects and campaigns, developing styles that were unique to the audiences that they were targeting, but all having the same core message at the centre – Helping the nation to get better sleep
Before working with Pip, I didn’t fully grasp the power of branding – I thought it was just a logo. But they completely transformed how I see it. Pip developed a brand and identity for The Sleep Charity that not only captured who we are but helped drive real growth. Our visibility, funding, and impact have soared, with over 15 successful campaigns and projects born from the work the created. The brand has become central to our success, and I can’t imagine where we’d be without it.
VICKI BEEVERS
CEO – THE SLEEP CHARITY
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