When Neurovalens, a global health-tech leader in neurotechnology, launched its first product, Modius Sleep, to treat chronic insomnia, they turned to us to develop a brand story, messaging, campaign themes and a design language. Our strategy team established the framework by conducting category and audience research, identifying Neurovalens’ fundamental human value and character archetype, and uncovering the emotional drivers of the target audience. Armed with these insights, our creative team quickly got to work. At the heart of the campaign, we developed the empowering theme of “Bring on the Night,” reframing the narrative around insomnia and how Modius Sleep can help reclaim sleep. Because when insomnia sufferers “take control of the night, they take control of the day, too.” The visuals included using a neon light element, turning the euphemistic “open all night,” awake and partying to “bring on the night,” and finally conquering insomnia with a restful night’s sleep. The campaign was launched quickly with an email campaign, event activations, and ongoing Meta advertising.