The Challenge
The National Sleep Foundation (NSF) was facing a significant challenge with its existing brand identity. The old brand voice was passive and clinical, often failing to connect emotionally with the audience. This approach made it difficult to resonate with a wider and younger demographic, particularly Millennials and Gen Zers who expect brands to be not only informative but also relatable and engaging.
With Sleep Awareness Week (SAW) approaching, NSF needed to reimagine its brand to foster a deeper connection with this audience. The goal was to create a brand voice that was personalized and aspirational while maintaining scientific credibility. Additionally, the visual identity needed a modern refresh to align with the updated messaging and appeal to a digitally-savvy audience.
I’ve had the pleasure of working with Victor on several projects and have been impressed by his range and energy. He consistently delivers well above expectations – in his strategic thinking, as well as in his delivery of spot-on creative.
Kitt Hancock
President & Senior Partner DaynerHall Marketing & Advertising
Victor is an excellent creative leader. His has an impressive ability to translate clients' vision and goals into compelling creative. Equally important, Victor has a full understanding of web design and development and how to deliver value. Victor is effective at collaborating across functions and leading teams. He uses these skills to get good work done on time and in a cost effective manner. If I had a good-fit opportunity, I would welcome him as a member of my team.
Jay Gast
President, Perrill Agency
Victor is a skilled, creative leader with an ability to understand branding and business goals and then translate that understanding to compelling visuals, smooth customer experiences, and marketing pieces in a variety of media. Along with that, he's uniquely qualified to lead large groups of creatives -- writers, developers, designers to develop tailored solutions that just work.
Chris Day
Vice President, Fulfillment, Newfold
Victor is an amazing Creative Director. To see his vision for a marketing campaign or a brand come to life is exciting. In addition to the skill of capturing a brand's personality, Victor is an organized and positive leader who effectively manages designers and developers to maximize the team's creative output.
Chief Marketing Officer, First Federal Bank
As a person who hires creative teams, you hope for things like Victor exemplified in the years I have known him. Hard working? Check. Takes ownership? Check. Inspires his team, pushes them and himself to new degrees, and fights for a respectful and productive working environment for his team? Check, check, and check. I was very privileged to have the opportunity to work with such an artistic powerhouse.
Director of Digital Products, AAA
Campaign Execution
Video Content
The SAW video, produced under Vic’s direction, brought the campaign’s messages to life. The video was a centerpiece of the campaign, effectively communicating the importance of sleep health in a way that was both relatable and visually appealing.
Print and Digital Outreach
To extend the campaign’s reach, Vic developed a Doctor/Patient Dialogue kit to guide patients on improving sleep, featuring a tear-off sheet with actionable steps. Additionally, he created digital ads, including an animated display for HIGI machines in drugstores and grocery stores nationwide, ensuring broad visibility and engagement."
Social Media Outreach
Vic directed the creation of a social media campaign that was rolled out during Sleep Awareness Week. The campaign utilized the new personalized voice and modern visuals, capturing the attention of Millennials and Gen Zers. Each post was carefully crafted to engage users and drive traffic to the redesigned website’s splash page.
Drowsy Driving Prevention Social Campaign
Doctor-Patient Dialog Kit
Higi Kiosk Animated Advertisements
The Impact
The campaign was a resounding success, exceeding the previous year's metrics across all channels. Website traffic surged during Sleep Awareness Week, with a significant increase in engagement from Millennials and Gen Zers. The social media campaign alone garnered over 1.4 million impressions, driving thousands of users to the dedicated splash page where they could explore more about their sleep health.
The updated brand visuals and messaging not only resonated with the target audience but also received praise from the client. John Lopos, the Executive Director of NSF, remarked, "Wow, it's so beautiful. I'm almost verklempt." This sentiment echoed the widespread appreciation for the campaign's ability to blend science with compelling storytelling, ultimately positioning NSF as the go-to authority on sleep health.
The Solution
As the Digital Creative Director and Lead Art Director assigned, Vic Beazzo spearheaded the transformation of NSF’s brand, ensuring that the new voice and visuals were both modern and engaging, yet still grounded in the organization’s scientific roots.
Visual Overhaul
Vic led the strategic charge in modernizing the NSF brand visuals, introducing a contemporary color palette, updated typography, and a more dynamic design language. These changes were crucial in making the brand feel fresh and relevant to younger audiences.
Voice Transformation
The shift from a passive, clinical tone to a more personalized and relatable voice was a key focus. Collaborating closely with Bill Hogan, senior copy Vic helped craft messaging that spoke directly to the audience’s needs and aspirations. The new brand voice encouraged individuals to embrace their "Best Slept Self" with practical, everyday tips that were both easy to understand and implement.
Website Redesign
Consulting & Strategy
Vic led the strategic overhaul of the NSF website, which was previously cluttered and difficult to navigate. By focusing on user experience and intuitive design, the new website was streamlined to make information more accessible and engaging for a younger audience. The site’s new look and feel aligned with the updated brand voice, creating a cohesive experience across all touchpoints.
Implementation:
The redesign emphasized a clean, modern aesthetic that made it easier for users to find relevant information while reinforcing NSF’s authority in sleep health.
