As part of the growth marketing team I designed and lead creative visual development of assets to drive enrollment and educate patients about mental health for Big Health’s two apps: Daylight and Sleepio.
Brand designer/art direction: Diana Molleda
Creative direction: Neil Simpson
Content lead: Juliana Fischer
User Testimonials
Leveraging user stories from our enterprise team, we were able to repurpose two interviews and animate them to create compelling storytelling that validated the efficacy of the app.
Our approach was illustration forward, and both characters were based on the real users. Our friends at Column Five led development and production.
Our team was responsible for the execution of integrated marketing campaigns. These campaigns were sometimes seasonal (return of Daylight Saving Time or holiday stress) or fit into an “evergreen” general category. We often leveraged the expertise of in-house subject matter experts, our clinical psychologists, to make sure our campaigns were culturally sensitive, accurate, and useful for our users.
Campaigns
Digital flyers
Direct mail
Q4 2023 direct mailers. Each featured a “takeaway.” Sleepio had a perforated “Do Not Disturb” sign while Daylight had a coloring page.
Long form content
Part of our communications approach was to provide valuable and ethically centered quarterly content to patients. We paired this with illustration styles to stay friendly and accessible.
Social Media
In 2023 the Sleepio and Daylight social accounts were launched. As with all our content, we provided relevant resources with accessibility at top of mind.