— Lauren Burrill, Global Marketing Director at Airport Dimensions
Discovery
Airport Dimensions offers private and peaceful sleep spaces inside the airport, from cabins to pods, from two hours to a whole night, for individuals to entire families. Similar to a hotel? Or more like an airport lounge? Neither. Struggling to communicate its originality and complexities, Airport Dimensions commissioned Without to redefine and scale its proposition for an international audience.
We began strategically, by creating a new category: sleep stations. A category that doesn’t compete with private lounges or airport hotels, but creates a whole new market, by identifying and serving the unmet need for snackable sleep. Like a train station that takes you from A to B, or a charging station that takes you from drained to charged, sleep stations take you from tired to rested. We doubled down on sleep to show travellers — stuck in bodyclocks and different time zones — that they could sleep on their own time, for two hours or ten, without leaving the airport.
With a category defined, Without cut through language and cultural barriers to simplify the offer and launch a new brand that stands out in a chaotic world — and turns a layover into a sleepover.
Digging into the brand
DEFINE AND DESIGN
The brand needed a name that focused — not on a room or bed – but on the benefit: moments of deep, snackable sleep, however long or short. A name that is understood by an international audience; that brings fun and character to a hard and uncompromising airport environment; and has a protectable IP. Meet Sleepover: a brand that takes travellers from tired to well-rested.
New sleep mascots — used for advertising, signage and wayfinding — convey the breadth of the offer (length of time, capacity) with simplicity and warmth: a bear hibernates; a sloth sleeps for 15 hours per day; cats nap; birds are flying through. However long a traveller wants to sleep, whether in an individual or family pod, Sleepover can cater with the same level of care and privacy. A colour palette of contrasting night sky blue and cloud white (sleep mode on/off), underpinned with calming lilac, is suggestive of sleep.
The contrast of night sky blue and cloud white (sleep mode on/off), underpinned with calming lilac creates a colour palette suggestive of sleep. Meanwhile, our sleep mascots — used for advertising, signage and wayfinding — cut through the noise of the airport (a predominantly photographic-driven hospitality environment) and convey the breadth of the offer with simplicity and warmth: a bear hibernates; a sloth sleeps for 15 hours per day; cats nap; birds are flying through.
To combat language barriers, Without stripped back copy to the voice of the sleep attendant: calm, reassuring and international. The UX and UI were upgraded and redesigned to ensure the website conveyed the breadth of sleep spaces available — including size, number of guests and length of stay — in the simplest way possible.
Building the identity
DELIVER
Without created an internal concept and identity — The Sleepover Manual for The Dream Team — to unify and direct teams for global rollout, with a brand toolkit and operational guidelines that can be applied to any international airport, by any local team, for easy scalability.
The new identity launched at Lima airport this summer and will be rolled out to seven sites this year alone, including terminals at Dubai and Doha. It will be seen across every customer touchpoint, including interior wayfinding, digital signage and product descriptions (changing specifications like room size into iconography to keep copy simple and international).
We audited the existing website, upgraded the user experience and redesigned the UI to ensure it conveyed the breadth of sleep spaces available, whilst retaining the brand ethos of simplicity. The result is a clean and modern website that cuts through the noise to explain our new category and all its benefits.
