Project: One and Body
role: VP BRAND and Creative
Date: 2019-2021

DeliverABLES:
Brand CONCEPT, Strategy, Naming /
visual identity, Copywriting /
BRAND MARKETING /
Content, Community, Campaigns /
UX/UI Design /

In 2019, I joined a venture-funded eCommerce startup to re-imagine a legacy industry and launch a transformational wellness brand from the ground up.

From initial concept discovery and user testing, to launch; I led the Brand Creative team to create a holistic community-driven brand that provided a palatable and accessible entry point to sexual wellness for the modern consumer. The result is a minimal brand with a mission of provoking conversation to eliminate shame and integrate pleasure into one’s overall wellness rituals.

01. Redefining Stigmas

The Problem: A myriad of stigmas, outdated messaging, and a lack of representation. How do we transform this topic to be included in mainstream wellness?

The Solution: Redefine positioning with a ‘beautifully ordinary’ identity and an emphasis on provoking honest conversation. The brand was designed to act as a counterweight to a provocative topic, providing an approachable entry point for new consumers. The mission aims to reposition pleasure as an act of self-care, and an everyday part of one’s overall wellness rituals.

02. Inclusivity

The Problem: When it comes to intimacy, one thing is certain: it’s a deeply personal subject. As expected, there are A LOT of perspectives to consider. How do we create a universal brand for everyone and everybody?

The Solution: “Create space, don’t define it.” We took a bottom-up approach, anchoring the brand around an honest conversation about pleasure as wellness and a celebration of individuality.

03. Education

The Problem: “What are safe materials?”, “How does this work?"… Many people find this topic and associated products a little, well… confusing. For good reason — there is a clear lack of education and downright misinformation in the industry.

The Solution: Integrate engaging, beginner-friendly education into every touchpoint of the brand experience from social channels to eCommerce. (In-depth copywriting, long-form product pages, 3D modelling AR/VR, product videos, CSR training, etc.)

Why One & Body?

While exploring our strategy to build a brand for “EveryOne and EveryBody”, we extrapolated One and Body — a name that succinctly represents the brand vision.

Iconography Alphabet

Looking to communicate playful and cheeky messages without words, we designed an iconography alphabet for both eCommerce and brand messaging applications.

Photography

Styled product photography is focused on neutral scenes, highlighting the unique products with various natural, textural, and architectural materials. Styling is intended to add warmth and calm to such an expressive and wide-ranging product line.

Impressions

Objective: Advertise the product, without actually advertising the product.

Limitations tend to inspire creative solutions. Pleasure products are restricted from traditional advertising channels, so we created these impressions to make digital ads beginner-friendly, thought-provoking and compliant with social media restrictions.

Custom Packaging

Ensuring the brand experience carries through each touchpoint, we created custom packaging for product, offline and online. Plain exteriors for discretion and a branded interior that POPS.

From the Ground Up

We designed and built the Shopify eCommerce experience from the ground up with a mobile-first approach. Every detail was carefully and thoughtfully crafted to ensure the best possible user experience and optimize conversion.

Education

As part of our commitment to education, we produced detailed 3D models/animations for each product in our collection. Each 3D model was embedded for AR/XR use in the eCommerce experience and we produced educational videos on materiality, function and form.

Starting a Conversation

Launch Manifesto: “Conversation eliminates shame, so let’s get talking”

The brand was launched by introducing our perspective: that every single person’s story about pleasure and intimacy is unique — we’re simply here to tell the story.