Opportunity

Evolve the wildly successful 12-Hour Sound Machine podcast into a digital product (Dwellspring), offering a unique and indispensable tool for restful transformation.

Challenge

A successful launch and adoption faced three challenges:

Acquisition: Converting existing podcast users into paying app subscribers.

Education: Helping newcomers understand the efficacy of sound-based solutions.

Competition: Established players like Calm, Headspace, Sleepiest, and BetterSleep.

Research

Research revealed an unmet need: potential users wanted personalized soundscapes and more control over their listening experience. Competitor apps mostly offer pre-made mixes and lack refined controls. In addition, their messaging is transactional (e.g., “Get better rest from us”). Moreover, users were interested in a community built around restorative soundscapes.

Strategy

Dwellspring provides the tools for you to reclaim your rest. We put the power of personalized sound in your hands, helping you create a sonic haven that's uniquely yours.

Acquisition: Campaigns that engage existing podcast listeners with targeted messaging highlighting the app's unique features and benefits.

Education: Content that helps newcomers through clear, accessible information about the science and benefits of sound-based wellness.

Competition: Brand messaging that differentiated Dwellspring by emphasizing personalization, community, and user empowerment, setting it apart from traditional sleep apps.

Brand Purpose

Reclaim Your Rest

While rest might feel like an elusive dream, it’s closer than you think. You are the source of your serenity.

Discover a place of solace in slumber, quiet an anxious mind, or tune out the world. Rest is yours to find. Make it an accessible self-care habit.

Within each of us lies a deep well, an ever-present spring of renewal. We call it your Dwellspring. Tap into yours to find deep sleep, mindful presence, and productive flow.

Copy, Content, and Ads

Concise, comforting, evocative copy for Dwellspring's website, app, and ads, focusing on a minimalist yet informative tone that empowers users to find their own path to restful transformation through personalized sound.

In addition, I named 24+ in-app features, achievements, and nomenclature. We created a set of guidelines so they can keep telling a consistent story.