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We worked directly with the CMO of SleepRate to create the brand’s first website. Using patented technology, this start-up had clinical proof that a good night’s sleep could help clients lose more weight and get fit. We developed Look, Tone & Feel guidelines for the brand to help it stand apart from the barrage of fitness brands, including lighter, active imagery and a tone of voice that was positive and authentic. Finally we tapped into a unique emotional insight: crazy diet plans have failed you; losing weight is as simple as getting a good night’s sleep. Consumer testimonials gave us the proof we needed to persuade people that they could ‘Wake up to Success’ with SleepRate.