Sleeping Bear is 10 years old in 2022…

Back in 2012 I told myself that I was quitting my previous career which saw me as a researcher and consultant in applied psychology. I had completed my PhD 10 years earlier, and scientifically proved that a certain caffeinated energy drink keeps you awake while driving. Obviously not a huge discovery in the world of science, but very relevant to road transport and other shiftworking industries.

Having spent a lot of time talking to people about sleep, workload, fatigue, shiftwork and performance – and having written and published journal articles and presented findings on TV and radio and at international conferences – I admitted what had been annoying me for years: I didn’t like it.

I wasn’t interested in research. I hated working with data and analysis. I found spreadsheets annoying. Powerpoint presentations, websites, pictures, colours and the communication delivery were what I wanted to do and what I was good at.

I setup Sleeping Bear and started working with friends, colleagues and contacts who needed help with websites, posters, powerpoint presentations, promotional items and more. In February 2012 I made the website for Vinum Australia – my first client (I rebuilt this website again in 2019 – There were contacts popping up here and there and I started to work in a variety of industries from sleep to organic vegetables.