Jordan Campbell · Director of Product Design & AI Operations at Inbox Health

Hibernate Sleep

Brand system and app redesign for a sleep tech startup.

Design Lead, Brand Experience · 2021-2022 · Digital Surgeons · Hibernate

Hibernate had a strong product but a fragmented brand — inconsistent visuals, no clear story, and an app that wasn't converting to premium. I led a week-long design sprint that unified the brand across every touchpoint: logo, color palette, app redesign, packaging, pitch deck, and social.

Results

Complete brand system across app, web, and packaging.
In-app upselling opportunities introduced.
Unified visual identity across all touchpoints.
Direct praise from CEO & Founder on brand messaging accuracy.

The difficult part

What shaped the work

I led a week-long design sprint to unify everything.

Who I worked with

Feedback was internal only — no founder pushback on the logo refinement or the in-app upselling. The pressure came from inside the team: when a team member couldn't contribute, I pulled a few all-nighters so we still made the deadline.

The Problem

Hibernate had a strong product but a fragmented brand. Inconsistent visuals across touchpoints, no cohesive story, and a mobile app that wasn't converting users to premium. I led a week-long design sprint to unify everything.

The original Hibernate brand.

Brand Strategy

I started with the founder's story — his realization that sleep was a competitive advantage, rooted in the restorative rest he found at sea. That became the narrative backbone. From there I defined the target audience, visual direction, and brand positioning for the connected wellness space.

Brand strategy: creation story, purpose, positioning, personality, archetype, voice.

The new brand direction.

Logo & Color

I refined the existing logo — simplified it to match Hibernate's focus on efficiency while keeping its original character. The color palette paired soothing tones for sleep with sharper accents that conveyed performance.

Refined Hibernate logo.

Hibernate color system showing Lavender Waves palette — Color system — Lavender Waves palette.

App Redesign

I redesigned the mobile app and introduced upselling opportunities within the interface — something the previous version didn't have. The redesign connected the product experience to the new brand identity.

Redesigned Hibernate app light theme — Redesigned app — light theme.

Redesigned Hibernate app dark theme with sleep tracking — Redesigned app — dark theme with sleep tracking.

Two phones showing the Hibernate Sleep and History screens beside a chart of hours slept this year. — Sleep history in the redesigned app.

Hibernate Sleepscapes feature — Sleepscapes feature.

Brand identity and color palette.

Touchpoints

I applied the new brand across every customer-facing surface: product packaging, website, investor pitch deck, and social media. Each touchpoint reinforced the same story.

Hibernate product packaging design — Product packaging design.

Hibernate landing page design — Landing page design.

Six slides from the Hibernate sales pitch deck: the problem, the mission, the solution, and how it works. — Sales pitch deck design.

Hibernate social media concepts: a sponsored post, a customer quote card, and a product photo. — Social media concept designs.

I was very happy with how the team accurately captured the Hibernate brand messaging personality. I would love to work with the team going forward.

CEO & Founder · Hibernate

Next case study: The Home Depot