Before I go to Sleep (Hotbed Media / 4iP / Channel 4)
On behalf of Hotbed Media, I led a team of experts to research and develop a full creative plan for a cutting-edge project: A secure, online “chest” where people can write down whatever’s on their mind before they go to bed.
Developed as part of Channel 4’s 4iP fund, the concept is based on the usage of traditional “worry dolls” which already exist in many cultures. The project aims to take a light touch approach to improving mental well-being.
With this project, the aesthetic and experience were totally vital to its success – this project is about emotions more than it’s about technology. Working from a one-page brief, we worked up a full user experience plan which covered how the project will work, what it’ll be called and how it will look and feel. The emerging concept is a site offering a completely unique and beautiful experience, and is groundbreaking in that it completely changes from day to night.
We then went on to create a full business plan and budget which covers the delivery of the project; covering build, management, long term sustainibility and financing.
More about the concept
Before I go to Sleep will provide a secure, online “chest” where people can deposit any thoughts, worries or fears before they go to bed.
It will help users to clear their mind, sleep soundly and return to the problem when they feel ready.
In the morning, the site changes to become something completely new – “In the Light of Day”. This is a space which anonymously shows what was keeping the UK up the night before, and uses these entries as stimulus for content which helps the wider audience to think about their own concerns.
The team: This project was primarily delivered between myself, Suzie Webb (Creative Director) and Joh Dyer (Chief Exec Hotbed Media).
We also sought the wisdom of a number of key experts including Mark McGuinness, Mecca Ibrahim, Jo Roach and Nick Carson.
