Percy

Conner Herman pioneered the sleep consulting industry over the past two decades, working with thousands of families to help establish and improve healthy sleep habits in the home, and authoring a best-selling book on the topic. All the while, she was thinking bigger, and deepening her perspective and expertise, earning a Masters in Behavioral Psychology, an MBA, and becoming a Board Certified Behavior Analyst. (Not to mention raising four children!)

In 2023, Conner founded a new company to revolutionize how families and healthcare providers can use behavioral data to create lasting and transformative change in sleep. Backed by the prestigious MassChallenge accelerator program, she dug in to make her vision a reality. She approached Cider to help her translate her technical and operational vision into a market-facing brand that could bring both the authority and the reassurance that have always been a hallmark of her offer.

We established a strikingly simple North Star:  A good night’s sleep is the first step on any great journey. After all, the world would be a better place if everyone had a good night’s sleep – and if you haven’t fixed sleep, you probably can’t fix any other big problems that come your way. This brand would be the solution, offering Better Sleep Insights for a Better Night’s Sleep, as our tagline would say.

But what to call this brilliant new brand? We settled on Percy: an approachable partner in developing a personalized solution for better sleep.

When it came time to bring the brand to life visually, we turned to our partner Leigh Chandler of Sister Mary, who developed an elevated, thoughtful identity treatment inspired by the holistic and 24-hour benefits of better sleep. Rich colors, gorgeous imagery, and a finely crafted wordmark work together to calmly and confidently convey the power of a good night’s sleep. A new dawn indeed.