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In this video, McSheen, a graphic design student at Shillington Education in London, discusses a branding assignment for a startup called Sleep Store. He chose to name the company "Hide and Sleep," drawing inspiration from childhood memories of hiding in wardrobes. McSheen emphasizes the importance of differentiating the brand from competitors, who often rely on sleep-related clichés. He focused on research to create personas for the target audience, which includes characters like James, a thirty-something ambitious banker, and Bella. McSheen’s insights reflect the interplay of branding and marketing in graphic design, highlighting a strategic approach to standing out in a crowded marketplace.
