Nap York - Creatives & Strategy
Brandings and Marketing
Tools
Adobe Photoshop, Adobe Illustrator, Adobe After Effect, Adobe Premiere Pro, Canva, Google Analytic
Role
Creative Designer
Marketing Strategist
Skills Used
Brand Strategy Development
SEO, SEM
Social Media Strategy
User Research
Business Analysis
Data and Research
Data Analysis and Insights
Graphic Design
Scope
Branding and creative design
Digital Marketing Strategy
Content Marketing Strategy
Overview
As a Creative Designer and Marketing Strategist at Nap York, my work bridges brand identity, visual storytelling, and strategic marketing to enhance guest experiences and elevate brand presence. This showcases my contributions to branding, creative asset development, and digital & social media marketing, all aimed at positioning Nap York as a premium wellness lounge and hospitality brand.
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, Nap York transforms rest into an accessible, seamless, and restorative experience—anytime, anywhere, for any duration.
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.
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 and innovative identity, strengthening brand presence while ensuring an accessible and engaging experience.
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 experience in physical and digital spaces.
Icon Principles
Embodies a quiet and modern brand voice reflected in minimalist line icons with consistent stroke weight. Crafted with geometric shapes and rounded corners, ensuring the consistency of structure across while softening the design—giving the balance.
Digital Marketing & Campaigns
Bringing the Nap York experience to life through storytelling & digital engagement through organic reach
My duration worked on managing digital marketing efforts at Nap York is centered on
Enhancing Brand Visibility
Driving Audience Engagement
Increasing Customer Retention
Promoting hourly sleep services (Nap York Express) through ongoing campaigns designed to highlight convenience, flexibility, and premium rest experiences. Through targeted social media campaigns and digital storytelling, I have developed content that aligns with Nap York’s brand identity and business objectives, reinforcing its position as a leader in on-demand sleep solutions.
Target Audiences
The Digital Marketing Strategy objectives, given the target audience demographic is catered to busy professionals, travelers, and remote workers aged 20-45, based on the data record of guest and social media data.
Professionals
Locals who need quick, convenient rest during the day who prioritize sleep, recovery, and holistic well-being
Red-Eye and Early Flight Tourists & Solo-Travelers
who need a comfortable rest spot before or after their flights, whether during layovers, early arrivals, or waiting for hotel check-in/out
Remote Workers & Digital Nomads
Individuals looking for alternative workspaces with nap-friendly environments.
Strategy and Approach
The digital marketing strategy focuses on Instagram as the primary brand awareness and engagement platform. Content maximizes organic reach and visibility through visual storytelling and strategic campaigns, while select initiatives extend to Facebook, the Nap York website, and email marketing to broaden audience reach.
Key contributions include:
Visual-First Content: thrives on aesthetics, use high-quality images, short-form videos (Reels), and carousels
Hashtag & SEO Optimization: Strategic use of hashtags and location tagging to increase reach.
Instagram content shared to Facebook: Amplifying content for wider reach
Event-Based Promotions: use Facebook Events & Groups to engage with guests
Nap York’s Website
Conversion Hub & Information Center: primary destination for bookings, providing seamless access to service information.
SEM & Blog Contents Marketing: Optimized with SEO and location-based keywords on blogs to position Nap York for backlinking and drive traffic
KPIs & Metrics
Brand Awareness:
Reach & impressions growth
New followers gained
Engagement:
Likes, comments, shares, and saves
Video completion rates
Website & Booking Traffic:
Conversion rates from social media and blog content to booking
Customer Retention:
Engagement with returning customer campaigns
Campaigns & Content Execution
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 Reel 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. Since this audience primarily relies on search engines for travel-related information, the strategy will center around SEO-driven blog content to drive traffic and booking conversion. Meanwhile, Instagram posts are used for service announcements and brand reinforcement.
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 Includes
Blog Writing & SEO Optimization:
How music aids sleep backed by scientific research and SEO-driven content strategy to increase discoverability through relevant keywords.Curated Spotify Playlists:
Embedded Spotify Playlists & Call-to-Actions to guide readers toward listening & booking a recharge session.Stories and Post :
promote the blogs with CTA stickers and embedded links directly to the website
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
St. Patrick’s Day Campaign
Instagram Story Series
Father’s Day
Instagram Story
Nap Day
Instagram Story & Flash Deal
4th of July
Instagram Story
Key Highlight Results
Instagram key performance results from March 2024 - December 2024
↑
20%
New Followers
Follower Growth & Engagement
Indicating strong community engagement with increasing user interaction
Expands Brand Awareness
This growth has several implications for the brand's marketing effectiveness, audience expansion, and engagement potential
↑ 43.8%
Reach & Visibility
Organic Content Performance
indicated that content strategy is performing well without paid ads, meaning strong audience interest and algorithm favorability
↑ 479.7%
Organic Reach
Content Reach & Views
This reflects strong discoverability indicates substantial brand exposure, which potentially leads to converting new audiences into engaged followers