Naming a sleep brand without putting anyone to sleep.
A sleep-tech startup with a working product and a placeholder name (“Project Pillow”). They needed a brand name, a tagline, and a voice direction before a funding announcement.
Every good sleep word was taken, soft, or sedative. The brand wanted to feel modern and a little wry — not another lavender-scented wellness cliché.
I mapped naming territories (ritual, rest, night, dawn), built a longlist of 30+, screened for trademark and domain, and brought a shortlist with rationale plus tagline options for each.
What we actually wrote.
A few lines from the project — the flat version struck out, the sharper version in its place.
Self-aware, ownable, and exactly who the product is for: people who can’t switch off.
“We thought naming was the fun part. Margaux made it the strategic part — and we still got the fun.”Devon K. — Co-founder, Restless (sleep tech)
Keep reading.
Website & Landing-Page CopyA skincare homepage that stopped explaining and started selling.
Brand Messaging & Voice GuideRepositioning a “project tool” into the thing teams couldn’t live without.
Launch & Email SequencesA welcome flow people actually finished — and bought from.
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Sample copy, clients & metrics on this page are illustrative — representative of Margaux’s engagements, anonymized and rounded.