HATCH

Going from beloved product to beloved Brand

Hatch was a performance marketing org with some popular nightlight/alarm clock products.

They wanted to become a brand. I was hired to help lead the change and uplevel creative.

The Platform: Choose Sleep

We started by helping the organization believe we were on a larger mission. This wasn’t about winning on the nightstand. It was about getting people excited about sleep.

The Positioning & Enemy

Hatch was no longer an alarm clock company. We were a sleep wellness company.

Our enemy? Everything in the world that is conspiring to keep you awake.

The Campaign

A million things don’t want you to sleep. Hatch does.