Creating a health-tech brand focused on living vibrantly
Dawn House
How do you stand out and resonate in a sector where wellness, aging, and technology collide? By digging deep into the perspectives, aspirations, and needs of the target audience to create a brand that inspires a new way of living life to the fullest.
Primary research
Foundational brand strategy
Naming
Messaging & tagline
Creative identity
Brand expression
Website development guidance
Brand guidelines
Opportunity
Ergomotion – the world’s largest producers of adjustable bedframes – was launching a revolutionary healthcare-focused, tech-infused adjustable bed. They needed to reach aging consumers by demonstrating benefits beyond traditional sleep products.
Solution
Most brands in this space focus on sleep and safety. If they reach out to seniors, it’s through a lens of nostalgia, medicine, or protection. But our research showed that many older adults feel positively about aging. They aren’t dwelling on the past, they’re looking ahead. So, we built a brand centered on vibrancy, and the warmth of a waking day.
Result
Dawn House won CES 2023 Innovation Awards (Digital Health), Gold and Bronze Transform Awards for visual identity and brand development, plus coverage in House Beautiful, Sleep Doctor, and other major publications.
“They did an amazing job of helping us define our markets and developing a brand that creates excitement but stays on point. As we launch, their guidance is our anchor for future work.”
— Mary Van Orman, Director of Product Strategy, Ergomotion
Filtering insights from our research led to a distinctive and positive positioning foundation: Aging well means living vibrantly.
Other brands in this space focus on going to sleep.
Only Dawn House is about how you feel when you wake up.
Brand identity that rises to any occasion
Grounded in the hopeful colors of a sunrise, the Dawn House identity stands out from competitive and comparative categories while also nodding to the product’s existence in the sleep space.
