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McSheen, hi this is McSheen based in London I study graphic design at Shillington education and I got a branding assignment for a startup company I was given the list companies list and I chose sleep store by the way before I started to study graphic design I never expected to learn marketing but I think its kind of path of Destiny for branding graphic designers first of all, I named a company hide and sleep and this is the brand concept as well hide and sleep just like when you were kids everyone has the experience to hide in the wardrobe right am I the only one anyway I researched the other sleep stores there are mostly using sleep related cliches moon, triple Z, circle and etc or of course the clients request to avoid them by doing so, by doing so! the design can stand out in the same industry during the research I set a personas that fit the target audience who would use the service or product so there are james and bella in their thirties james is a banker who is ambitious and a