Sleep Cycle

began as a six-month rebrand and became a two-year collaboration. Working with the Sleep Cycle team, and with Apple reviewing the design along the way, we built an identity around the blurred moment between asleep and awake, the same moment the Smart Alarm listens for when it wakes you. Since then the work has grown from design into product, content and growth, and into a new brand concept: The Great Wake Up. It shifts the conversation from measuring sleep to what good sleep makes possible. Because sleep is about being awake.

Typography Göran Söderström
Animation Untitled Services & MotionMarkus
Web Development Laada

 

Kajsa Lernestål CMO "Mikael and Peter have played an important role in evolving Sleep Cycle’s brand and product experience. They combine strategic clarity with exceptional creative instinct, turning complex ideas into work that feels simple, distinctive and unmistakably Sleep Cycle. Beyond the quality of their work, they bring energy, curiosity and a genuine collaborative spirit that makes both the work and the team around them better."