Without launches new brand Sleepover as antidote to rising travel fatigue

Sleepover offers moments of deep, snackable sleep without leaving the airport

With almost 11 million flight delays each year and over 55,000 cancellations in June 2025 alone, exhausted travellers are left weighing up their limited options: look for a nearby hotel, book into an airport lounge or — most likely — find a corner to curl up in. But what if we could buy proper sleep in whatever quantity we needed, without leaving the airport?

Airport Dimensions offers private and peaceful sleep spaces inside the airport, from cabins to pods, from two hours to a whole night, for individuals to entire families. Similar to a hotel? Or more like an airport lounge? Neither. Struggling to communicate its originality and complexities, Airport Dimensions commissioned branding agency Without to redefine and scale its proposition for an international audience. In a new strategic direction launched at Lima airport with global rollout for the rest of the year, Without cut through language and cultural barriers to simplify the offer with a new brand and category that stands out in a chaotic world — and turns a layover into a sleepover.

The brand needed a name that focused — not on a room or bed – but on the benefit: moments of deep, snackable sleep, however long or short. A name that is understood by an international audience; that brings fun and character to a hard and uncompromising airport environment; and has a protectable IP. Enter Sleepover — a brand that takes travellers from tired to well-rested.

New sleep mascots — used for advertising, signage and wayfinding — convey the breadth of the offer (length of time, capacity) with simplicity and warmth: a bear hibernates; a sloth sleeps for 15 hours per day; cats nap; birds are flying through. A colour palette of contrasting night sky blue and cloud white (sleep mode on/off), underpinned with calming lilac, is suggestive of sleep.

To combat language barriers, Without stripped back copy to the voice of the sleep attendant: calm, reassuring and international. The UX and UI were upgraded and redesigned to ensure the website conveyed the breadth of sleep spaces available — including size, number of guests and length of stay — in the simplest way possible.

Without created an internal concept and identity — The Sleepover Manual for The Dream Team — to unify and direct teams for global rollout, with a brand toolkit and operational guidelines that can be applied to any international airport, by any local team, for easy scalability.

The new brand is anchored by Without’s creation of a new category: sleep stations. A category that doesn’t compete with private lounges or airport hotels, but creates a whole new market, by identifying and serving the — until now — unmet need for snackable sleep.

The new identity will be rolled out to seven sites this year alone, including terminals at Dubai and Doha, after launching at Lima airport in June. It will be seen across every customer touchpoint, including interior wayfinding, digital signage and product descriptions (changing specifications like room size into iconography to keep copy simple and international).

Lauren Burrill, Global Marketing Director at Airport Dimensions: “The team at Without were fantastic creative partners. They translated our strategic thinking into a bold and distinctive brand identity and messaging system that truly captures the essence of our proposition. Their provocative ideas and fresh perspective helped push the work further, getting us to the best possible result. It’s been exciting to see it come to life as we start to scale worldwide.”

Philip Koh, Strategy Director at Without: “When you are doing something new and potentially complicated — and need people to understand it easily and instinctively across languages — you have to strip away the noise, to simplify and to speak directly to primal emotions. The Sleepover brand is designed to communicate on this universal, intuitive, level.”

Source: Without

  Airport Dimensions, Branding, Marketing, Sleepover, Without