Sleep Foundation Rebrand & Website
Sleep Foundation believes that sleep is a pillar of health and that quality information about sleep promotes overall wellness. At the group’s website, SleepFoundation.org, you’ll find comprehensive health information drawn from high-quality sources. An advisory board and a review panel consisting of respected sleep experts ensure that the information Sleep Foundation publishes is accurate, evidence-based, up-to-date and trustworthy.
Improving Sleep Foundation’s website was a unique challenge. It already functioned extremely well, achieving high SEO scores and leading the way for the industry. Rhythm needed to make subtle changes that didn’t undermine the masterful content that Sleep Foundation had already created. We focused on finding ways to reinforce and broaden the site’s resources, make it friendlier and more navigable, augment its credibility, and connect consumers more effectively with subjects that interest them.
Rhythm worked closely with Scout, our sister agency, to bring new life to the Sleep Foundation brand. We spearheaded the overarching strategy while collaborating with Scout on the new brand look.
A vibrant new logo was created, serving as the building block for a scalable design system. This provided a strong foundation for the new color palette, typography choices and image direction, which added much needed personality and expression to the brand and website.
Sleep Foundation’s website already attracted more traffic than almost any other site of its kind.
But it could be difficult to navigate and overwhelming to users—there was plenty of information to explore but it wasn’t always at your fingertips. The site was also text heavy with too few visual elements.
We aimed to create a more accessible and vibrant experience by improving the navigation, increasing reader engagement, and freshening the look.
Sleep Foundation has an abundance of helpful articles covering a wide variety of topics. Yet they were often buried deep within the site and hard to find via a hamburger menu that only provided limited access to the site’s rich content.
Rhythm improved the burger by developing a simple menu bar – Sleep Solutions, Sleep Topics, and Sleep Disorders – that opened to a wealth of sub-menu topics. The menu bar provides almost all categories of content in an easy-to-scan format. A “View All” button at the bottom of each sub-menu provides a simple way to see topics in detail.
Most subjects on the Sleep Foundation website are single-topic oriented—they’re addressing issues exclusively for people seeking answers to specific questions. Rhythm aimed to improve that experience. We posed two questions for the strategy team: “How do we better engage people who are on the site for one purpose? How can we go more in-depth?”
One solution for greater reader engagement was creating the Sleep Quiz.
The short questionnaire identifies each user’s sleep issues and questions, using that information to guide them to different parts of the Sleep Foundation website.
Most people who finish the questionnaire discover they have multiple sleep concerns, so it’s an effective way to increase user interaction and improve the process of discovery.
Sleep Foundation’s detailed and sometimes lengthy articles presented the usual design challenges associated with text-rich pages. One of our main goals was to break up large blocks of text to include imagery and videos. We recommended putting images between paragraphs as well as at the top of articles to provide visual variety.
This approach was especially helpful for articles that involved instructional steps, such as tried-and-true methods to help people fall asleep. Rhythm implemented design elements that helped augment and break up the content. We were able to drill down and illustrate finer details such as steps within steps.
Sleep Foundation’s product reviews are among the website's most popular and respected articles. From mattresses and pillows to sleep trackers, the reviews include construction specs, side-by-side comparisons, and detailed ratings based on comprehensive in-house testing. They often provide detailed explanations for the choices as well. The approach is less about “Buy this now” than “These are our top five mattresses based on the stated criteria and expert assessments.” Sleep Foundation never wants to give the impression that it’s profiting from its recommendations.
Rhythm suggested ways to convey Sleep Foundation’s ethically high-minded point of view with greater impact. We modified the copy to make it clear that Sleep Foundation was simply helping users make informed decisions without influencing them to buy one product over another.