Brief
Dayvigo, one of Deutsch's long-standing clients, was looking for a refresh of their brand identity. This refresh would span across multiple channels all of their assets; OOH, Brochures, banners, as well as a new website, which would launch at the same time as their TV spot for the Find Sleep Again™ Campaign.
My role
As part of a team of two designers, I was tasked with creating new brand guidelines, high-fidelity wireframes, building prototypes, as well as assist the Sr. Art Director in selecting a list of stills from the live campaign shoot to use across all our marketing communications.
Team
Agency: Deutsch NY
Lead Producer: Lynn Fasano
Account Directors: Mabel Chin, Marie Komori
Account Executives: Mick Pothast, Gabby Mercier
Sr. Copywriter: Nicole Caldwell
Lead Designer: TJ Park
Designer: Laetitia
Application
Light and dark modes
One of our key selling points of the site was the introduction of dark mode, which would be a nod to the night time portion of our campaign. We then, picked colors that mimicked the sunrise and sunset palettes, which allowed us to not only further extend our color range but also, drive the campaign messaging home.
The challenge
Given that we presented the light & dark modes for the site, every layout we created needed to have a design for both modes. As ADA compliance was important to our client, we tried multiple gradient gradient for both modes, until we settled on the current colors.
Post-launch optimizations
After launching the website, we worked with the client on improving conversion through things like A/B testing and feature optimizations such as the savings icon. We prototyped a few more ways to bring attention to the button.
Windows into insomnia LPG Northstar
As part of the website, I was able to work on the Dayvigo ambassadors' campaign. Where we created an interactive video player experience embedded within a landing page to feature testimonials from Dayvigo patients to help us get a better look into their lives. I designed the assets for the experience and applied the aforementioned brand guidelines.
Illlustration
For the overarching campaign I was able to assist with my illustration skills in creating a few extra frames for the storyboards. The originals (bottom) were 3D models, which I was asked to mimic (top).
