Sleepy Cat Meditations is a popular Youtube channel which specialises in guided meditations and sleep stories to help those suffering from insomnia and other sleep issues. My role was to help grow their KPIs, ad revenues and increase market share. This was achieved through comprehensive customer and market research, clarification of brand strategy with the client and the creation of a modern design system which reflects their mission, values and purpose to facilitate their future growth aspirations.
During the audience research phase, a key finding was how subscribers relied on the channel’s sleep stories to cope with insomnia, depression, anxiety and PTSD as well as providing calm and an escape from worries in their lives. This would be a key finding which informed the development of the project.
A review of the brand’s competitors as well as the YouTube market for mindfulness was also conducted to search for market trends, visual threads and brand offerings which would inform us in how to best stand out from the crowd and develop a unique tone of voice.
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Listener
From the discovery phase, we found that there is no one-size-fits-all for people with chronic sleep conditions and people are seeking a range of alternative approaches to alleviate and improve their conditions. This was brought on by long waits to be seen by specialists and some reporting unsuccessful treatments when they are seen. These conditions also have negative impacts on people’s mental health with the scale of sleep-related conditions also being widespread. About one-third of adults report some form of insomnia symptoms and 10 to 15% report problems with functioning during the daytime. 4 to 22% have symptoms severe enough to meet criteria for insomnia disorder.
Together, we crafted a new strategy that would build on what listeners love about the brand and the value it brings to their recovery whilst creating a space to move listeners from their overactive thoughts and anxiety around sleep to a state of relaxation and calm where they can more easily bring on deep sleep. The brand’s goal is to help as many people as possible around the globe with their sleep-related and mental health aims.
Based upon our core customer audience insights, creating a logo and wordmark which embodies the feelings of relaxation, escape, cosiness and safety were top of the priority list. It needed to act as a signpost of support and a companion in their journey to sleep restoration and tranquillity. It also had to reflect what the channel means to people in an easily recognisable form.
This logomark was paired with the Omnes type family, selected for its warm, friendly aesthetic. The letterforms also structurally matched and reinforced the tail flick in the logo, making it a natural pairing.
Owner, Sleepy Cat Meditations
The work saw significant improvements across all KPIs. The below figures are based upon the period six months prior to launch vs six months post launch. The brand has continued to grow ever since and is providing much needed support to listeners around the globe.
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