There are 60-90 million Americans who suffer from insomnia every year – 10% are chronic sufferers. They face an endless struggle with insomnia, cycling through medications and treatments with next-day tradeoffs, lack of efficacy, or wear-out. DAYVIGO is an FDA-approved medication for the treatment of insomnia disorder. Classified as a DORA (Dual Orexin Receptor Antagonist), it is designed to work differently from commonly prescribed sleep medications by blocking orexin, a neurotransmitter in the brain believed to play a role in promoting wakefulness. Knowing their struggle is coupled with disengaged healthcare providers, the objective of our campaign is to be clear that DAYVIGO is different from what they have tried before and motivate them to prioritize DAYVIGO in their conversations with their healthcare provider.

As a brand designer on this project, I worked closely with digital designers and creatives to develop a campaign that would break through the sleep aid category. The Find Sleep Again™ campaign connected to our consumers by visualizing the struggle of insomnia with getting through a maze. It can feel like a neverending search in the night, but you can discover better sleep with DAYVIGO. Using gradients to reflect the sunrise and sunset as our main element, we developed a campaign identity with a focus on the time of day. Neuzeit Grotesk worked well in our identity to represent the tone for our campaign — empathetic, empowering, fresh, and innovative. We had a photoshoot alongside our video production to build an image library, as well as a custom icon library for our print and digital applications. To push our campaign messaging further, we introduced night mode on the DAYVIGO website, giving the user the option to switch between the daytime and nighttime versions of the site.

This campaign identity is carried across Television, Online Video, Website, Patient Brochures, In-office materials, Digital Banners, ECRM, and more. Our consumer activation continued with the development of our Insomnia Visualizer. Users would answer a questionnaire about their struggle with insomnia, and the results would generate a video that helps encapsulate their personal experiences. Users could save their videos to share on social channels or with people directly via email.