K-Y’s social left much to be desired. It was clear we needed to build their status from the ground up.  The secret sauce lay in establishing a ROLE IN CULTURE. One that K-Y had a unique (and genuine) right to claim.  But as people today come armed with an immaculate bullshit detector, we needed to be honest.  Lucky for us the truth is, throughout the most exciting and, tumultuous century in sex history, K-Y has always been there, helping people of all persuasions enjoy more pleasurable sex.

K-Y isn’t ‘old’ they’re the freakin original lube!

With this simple reframing our cultural mission became clear, and it was’t new. K-Y exists TO FACILITATE SEXUAL DISCOVERY for all.

Together we took K-Y from recognized to revolutionary.

I created a Social Playbook which would see us use social to establish K-Y as one of the most dynamic players in the sexual revolution today. Elevating, liberating and educating the curious on the labyrinth of stories and people that makeup contemporary sex culture.

We needed an unapologetic personality to reinforce our worldview. As nowadays the revolution continues predominantly online, it only made sense that our bold new visual aesthetic and TOV would be INSPIRED BY THE INTERNET, dripping with all the desires towards authenticity, imperfection, intimacy.

I transformed K-Y’s digital ecosystem from something purely transactional into a world that invites sexual exploration at every touchpoint - that included their global website. Our overarching creative concept for .com was ‘Pleasure You Can Touch.’ To satisfy this aim we elevated the design, incorporated immersive and playful interactions, and crafted novel opportunities for unconventional brand storytelling. Always with real people, and real pleasure in mind. The end result not only looks but feels premium, editorial, tactile, and textured. It’s a dynamic space for a sex-forward brand, bursting with flirty surprises and sensuous details.