BRANDBrand, web and ad creative

Adapt X.1

A calm brand for a sleep spray, the store that sells it, and an ad library big enough to test every message in every feed.

What I covered

Brand board, the e-commerce site, the ad system, product art direction, motion ads and a Google Ads plan.

The live store's home page.

The problem

A new sleep spray needed a calm brand, a store to sell it from, and enough ad variety to test messages across Meta and Google feeds while still looking like one brand at 3 a.m.

Adapt X.1 brand board
Brand board: 'Sleep, simplified' in Midnight, Deep Navy and Moonlight.

What I built

  • A brand board: 'Sleep, simplified', a Midnight, Deep Navy and Moonlight palette, Playfair Display with Inter and IBM Plex Mono.
  • Designed and built the brand's e-commerce site: a long, dark home page that moves from the product to the science, the label, the ritual and the questions, plus shop and product pages with a subscribe or one-time choice.
  • 49 ad templates in 1:1, 1.91:1 and 4:5, about 147 finals, with clean no-copy versions for 30 of them.
  • A Figma plugin that imports the whole system as editable frames.
  • Eight photo concepts and product compositions for art direction.
  • Vertical motion ads in a dozen styles, including risograph and a narrated sleep story.
  • A Google Ads campaign plan.
Adapt X.1 product page: the bottle, subscribe and one-time options, the price and an add-to-cart button
A product page, with a subscribe or one-time choice.
Adapt X.1 tagline poster
Tagline poster, 4:5.
Adapt X.1 moonlit ad
Moonlit product ad, 4:5.

Stack

Figma (custom plugin)RemotionKokoro TTSComfyUI + LTXPython / PILffmpeg

Adapt X.1 sleep spray page with two guide cards and the sizes and pricing cards
The sleep-spray page: two guides, then sizes and pricing.
Adapt X.1 ad template library
Part of the 49-template ad library.

Where it landed

The store is live at adaptx1.com. One editable Figma master sits behind the whole ad library, and the sleep-story film runs on motion.wathek.dev.

Delivered. The store is live.

Study numbers and testimonials on the store and in the ads are the client's copy, not Wathek's claims. 'Huel Stats' is shown as 'Stat Stack'.

adaptx1.comcreative.wathek.devmotion.wathek.dev

Adapt X.1 photo concept board
Eight photo concepts for art direction.
Adapt X.1 billboard ad
Billboard ad, with the client’s own claims.
A narrated sleep story, 18 s.
Risograph, 15 s.