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Brand identity.

Brand, art direction, ads

Adapt X.1

A new melatonin-free sleep spray needed a calm brand, a store to sell it from, and enough ad variety to test messages across Meta and Google feeds while still looking like one brand at 3 a.m.

I made the brand board, art-directed the product pictures and designed the ad system: 49 templates in 1:1, 1.91:1 and 4:5, 147 finished ads, and clean no-copy versions for 30 of them. I also designed and built the store at adaptx1.com.

Identity

The brand board opens on one line: Sleep, simplified.

The wordmark on light, Midnight and Deep Navy, and the label glyph from app icon down to 16 px.

Adapt X.1 palette: Midnight, Deep Navy, Moonlight, Label White, Slate and Dawn

Midnight, Deep Navy and Moonlight, with Label White, Slate and Dawn.

Adapt X.1 type specimen

Playfair Display with Inter and IBM Plex Mono.

Adapt X.1 in use: store hero, lock-screen notification, email and label

In use: the store, a lock-screen notification, an email and the label.

Art direction

Eight photo concepts for art direction, then product compositions and product pictures for the store and the ads.

Adapt X.1 art-direction board with eight photo concepts

Adapt X.1 bottle on a pedestal in front of a rising moon

Adapt X.1 bottle in a pastel arch niche

Adapt X.1 bottle among mint leaves on pale green

Adapt X.1 bottle by a window in warm lamplight

Product compositions: moonrise, arch, mint and lamplight.

Three Adapt X.1 bottles on travertine in soft window light

Adapt X.1 bottle in its open black gift box

Adapt X.1 bottle on a bedside table by lamplight

Adapt X.1 ad, Moonlit chips layout without copy, 4:5: the photograph alone

The ad library

Every layout comes in three feed sizes, from one editable Figma master. A page of the library board:

A page of the Adapt X.1 ad library board: layouts in 1.91:1, 4:5 and 1:1, with clean versions

Sixteen of the 49 layouts in their 4:5 size:

Adapt X.1 ad, Tagline poster layout, 4:5: the bottle in rippling pool water with mint leaves, headline "Spray. Settle in."

Adapt X.1 ad, Moonlit chips layout, 4:5: the bottle in front of a full moon with ingredient chips, headline "A simpler way to wind down."

Adapt X.1 ad, Frame poster layout, 4:5: the bottle in front of a full moon over still water, headline "Wind down, anywhere."

Adapt X.1 ad, Billboard layout, 4:5: a roadside billboard at dusk reading "Sleep support you spray, not swallow."

Adapt X.1 ad, Bubble checks layout, 4:5: the bottle inside a ring of water with check bubbles on navy

Adapt X.1 ad, Retro headline layout, 4:5: a retro headline "Tastes like fresh mint." on orange

Adapt X.1 ad, Retro claim layout, 4:5: a retro headline "Nothing to swallow." on tan

Adapt X.1 ad, Surreal bed layout, 4:5: a woman asleep in a bed set into a hedge, with the bottle on the nightstand

Adapt X.1 ad, Warning label layout, 4:5: a warning-label headline over a woman relaxing in a bath

Adapt X.1 ad, Clouds layout, 4:5: the bottle among clouds on a blue sky, headline "Sleep support in a spray."

Adapt X.1 ad, Review layout, 4:5: a review quote beside a woman with her eyes closed in sunlight

Adapt X.1 ad, Hand review layout, 4:5: a review card beside a hand holding the bottle on pink fabric

Adapt X.1 ad, Strike-through layout, 4:5: a struck-through headline, swallowed then sprayed, with a hand holding the bottle

Adapt X.1 ad, Offer panel layout, 4:5: three bottles on linen beside a violet offer panel

Adapt X.1 ad, Got 10 seconds? layout, 4:5: the bottle beside a vase of dried grass in sunlight, headline "Got 10 seconds?"

Adapt X.1 ad, Quote toggles layout, 4:5: a quote card with toggles above the bottle on blue

One layout, three sizes

Adapt X.1 ad, Moonlit chips layout, 1.91:1: the bottle in front of a full moon with ingredient chips, headline "A simpler way to wind down."

Moonlit chips in 1.91:1.

Adapt X.1 ad, Moonlit chips layout, 1:1: the bottle in front of a full moon with ingredient chips, headline "A simpler way to wind down."

Adapt X.1 ad, Billboard layout, 1:1: a roadside billboard at dusk reading "Sleep support you spray, not swallow."

Moonlit chips and Billboard in 1:1.

All 147 finished ads, the clean versions and my ad template library are on Marketing, all ads.

Study numbers and testimonials in the ads are the client's copy, not my claims.

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