Nap York
Creative Marketing & Brand Development for Hospitality
As a Creative Designer and Marketing Assistant, I contributed to Nap York’s brand development and marketing initiatives across digital and physical touchpoints. My work included creating visual content, developing social media campaigns, designing promotional materials, and supporting event marketing to strengthen brand consistency, increase visibility, and engage travelers.
Creative Marketing | Brand Development | Content Strategy | Visual Communication | Organic Marketing | Social Media Marketing
01 Campaigns & Content Execution
Created marketing campaigns, short-form videos, and digital content for Instagram and the website to drive visibility and engagement.
Opening Announcements
New Location & Facilities Reveal showcasing private sleeping pods, lounge spaces, and flexible hourly stays.
Flatiron Express
Empire Express
Instagram Reels
Utilized short-form video content on Instagram Reels, leveraging the Reels algorithm to boost brand visibility and attract local urban professionals—the core target audience.
JFK AirTrain Express
Blog and Instagram Post
The strategy approach focuses on tourists and travelers who may not be familiar with the location. Because this audience primarily relies on search engines for travel information, the strategy will focus on SEO-driven blog content to drive traffic and booking conversions. Meanwhile, Instagram posts will support service announcements and reinforce the brand.
Special Days, Seasonal, and Holidays
Engaging the audience, reinforcing brand awareness, and driving first-time visits with flash deals, the content aligns with special-day themes while capturing Nap York’s essence of sleep and relaxation.
ASMR Day Campaign: The Sound of Sleep
This campaign leverages ASMR on sound-based relaxation to enhance Nap York’s wellness and sleep optimization brand positioning. The content strategy ensures multi-platform engagement, reinforcing Nap York’s branding through a multi-sensory experience, by providing relaxation beyond the physical space.
Promotion Elements Include
Blog Writing & SEO Optimization:
How music aids sleep, backed by scientific research and an SEO-driven content strategy to increase discoverability through relevant keywords.Curated Spotify Playlists:
Embedded Spotify playlists and calls to action to guide readers to listen and book a recharge session.Stories and Posts:
Promote the blogs with CTA stickers and embedded links directly to the website
St. Patrick’s Day Campaign
Instagram Story Series
Father’s Day
Instagram Story
Nap Day
Instagram Story & Flash Deal
4th of July
Instagram Story
Pillow Fight Day
Under the theme of sleep in a fun, engaging way, combining event marketing, social media promotion, and Eventbrite sign-ups to drive participation and brand visibility. The campaign successfully fully booked the event, highlighting the strong community interest in Nap York’s experiences.
Promotion Includes
Instagram Story
Facebook Post + Event Page
Eventbrite
Poster
02 Marketing Strategy
Connecting the Right Audience with the Right Experience
Developed an organic-first digital marketing strategy to strengthen Nap York’s visibility, engage target audiences, and promote its flexible sleep services. The approach combined audience insights, platform-specific content, and digital storytelling to connect Nap York’s offerings with everyday travel and lifestyle needs.
Audiences Insights
Drawing from guest demographics and social media insights, the strategy focused on three key audience groups:
Urban Professionals
Locals who need quick, convenient daytime rest and prioritize sleep, recovery, and holistic well-being.
Positioned Nap York as a convenient space for rest and recovery during busy workdays.
Travelers and Tourists
Those who need a comfortable place to rest before or after flights, whether during layovers, early arrivals, or while waiting for hotel check-in/out.
Highlighted flexible accommodations for early arrivals, layovers, and gaps between travel plans.
Channel & Content Strategy
Developed a cross-platform content approach, tailoring messaging and visual storytelling across Instagram, Facebook, and website content to increase brand awareness, encourage engagement, and support service discovery.
Remote Workers & Digital Nomads
People seeking alternative workspaces with nap-friendly environments.
Communicated the value of comfortable, flexible spaces for both work and rest.
Marketing Impact
Instagram performance growth over six months from March 2024 to December 2024.
↑ 43.8%
Reach & Visibility
Expands Brand Awareness
This growth has several implications for the brand's marketing effectiveness, audience expansion, and engagement potential
↑ 479.7%
Organic Reach
Organic Content Performance
indicated that content strategy is performing well without paid ads, meaning strong audience interest and algorithm favorability
Follower Growth & Engagement
Indicating strong community engagement with increasing user interaction
↑
20%
New Followers
03 Branding
Refined branding for an inclusive and cohesive Nap York experience.
A refined brand identity aimed to enhance the branding and experience by focusing on digital accessibility and cohesive design elements. It ensures inclusivity while integrating consistent icons and illustrations across digital and physical spaces. This approach strengthens brand cohesion, enhances user experience, and reinforces Nap York’s immersive and seamless guest journey.
Icons
Icons are essential to Nap York’s rules and signage, ensuring clarity, consistency, and accessibility. Custom designs create a unified visual system, making navigation and communication easier in physical and digital spaces.
Icon Principles
Embodies a quiet, modern brand voice through minimalist line icons with consistent stroke weight. Crafted with geometric shapes and rounded corners, it ensures structural consistency while softening the design for balance.
Typography
Nap York's use of Adam Typeface posed readability and accessibility challenges due to its weight and contrast. To improve digital accessibility and cohesion, Montserrat was introduced for body text, enhancing clarity while complementing the lightweight Nap York logo.
Why Montserrat?
A clear and versatile typeface, Montserrat works effortlessly across print and digital platforms. Its geometric form enhances Nap York’s modern, innovative identity, strengthening brand presence while ensuring an accessible, engaging experience.
About Nap York
A hospitality start-up redefining sleeping station services with on-demand, premium sleep solutions. Nap York offers private sleep stations for travelers, professionals, and urban locals for hourly naps or overnight stays. As a modern hospitality and sustainability company, Nap York transforms rest into an accessible, seamless, and restorative experience. Anytime, anywhere, for any duration.