Design with black heart symbol in the center surrounded by the phrases "We are bold," "We are playful," and "We are brave" on a light green background.

moulding wax, THE BRAND.

The brief:

I worked with the founding team on developing WAX (WeAreX) a sex-positive social dating app. After seeing my work with JUST LEWDS (scroll below), they brought me on to help evolve the WeAreX brand to better reflect its mission and purpose, and resonate more deeply with their audience.


The process:

The first thing I addressed was their brand visual style. While they stayed true to their activist-spirit, and edgy personality, their original brand felt too loud, too “shouty”; and their colours were bright pink and blue which felt like the opposite of inclusive and a little confusing: is it giving cis gender or trans flag? Colour choice is important, especially when it comes to gender and sexual preference in this space.


The result:

I'm proud to see the brand's evolution and my role in its journey to fostering a more inclusive, seductive vibe. And while it was fun exploring more daring brand revamps (see below), just simplifying the font style, toning down the colours and (literally) brightness of the imagery, made a huge difference. Also using more authentic, everyday people imagery, along with highlighting relatable conversations people have (when they slide into the DMs), made a huge difference in the brand's look, and feel.

From this:

A collage of promotional images for the WE ARE X dating app, featuring various advertisements, event announcements, and app features.

to this:

Screenshot of a social dating app promotional webpage featuring app icons, app interface images, and various lifestyle photos of young adults, with text emphasizing open-mindedness, connection, safety, and genuine relationships.
A young woman with short dark hair lying down in a dimly lit room, looking at the camera. Overlaid on the image are two text message bubbles: one from a person with a profile picture of a man wearing sunglasses and a hat saying, "Hey babe 💋", and another from the woman saying, "Hey yourself 😉".
A person partially visible behind gold curtain decorations with text overlaid asking, 'WHAT'S ON THIS MONTH?'
A woman with braided hair, colorful eye makeup, and painted eyebrows smiling and making peace signs with both hands
A black and white photo of a woman and a man kissing. The woman has long, wavy hair, and the man has short hair. Overlayed text says "VIX•EN / STAG," with phonetic pronunciation and a definition, "You, picking the perfect playmate with your partner." A yellow banner at the bottom has hashtags #Waxpedia repeated five times.
Advertisement for WeAreX promoting an app for chatting, dating, and exploring intimate experiences, featuring provocative images and bold text.

other styles we explored:

Still love this subtle neon art direction we explored that combined beautifully with dark, seductive imagery. It felt raw but not non-imposing. Bright and positive, somehow warm, yet still, fresh. Visceral in a soft way.

Close-up of a woman's face with her eyes closed, illuminated by colorful light, overlaid with the words 'XPRESS,' 'XPERIENCE,' and 'XPLORE' in neon green text, and a circular text 'WE ARE X' repeated multiple times.
A digital collage featuring text snippets with provocative phrases and dates from the 1800s, with a black background and white and green text.
A sequence of three lime green cards, each with black text and a black heart-shaped question mark in the center, arranged vertically. The cards contain different phrases: "We are naughty" and "We are horny," "We are bold" and "We are playful," "We are turned on" and "We are so wet rn."

Also explored this more doodle style that felt like really raw expressions of sexual desire.

A digital drawing of various line art sketches and diagrams on a black background, with some labeled 'Layer_1'. The sketches include interconnected lines, circles, and abstract shapes, with phrases like 'we are' and simple geometric line drawings.
A collage of eight frames with text, portraits, and abstract lines. The top left and bottom left frames display the text 'We Are X' in white against a black background. The top middle and bottom middle frames feature a close-up of a woman's face with her eyes closed, and white lines crossing her face. The top right and bottom right frames show a woman in a black bikini sitting outdoors with some abstract white lines overlaid.

This was a new logo concept, unpacking the X heart logo icon they had into into other shapes to create the W - A - X, combined with a fluid, almost wax (the material) inspired; multicoloured mess play in the background:

Colorful abstract background with three white symbols in the foreground, including a circle with two curved lines, a heart with an arrow shape, and a cross.

I f*cking LOVE purpose-driven s*xtech brands.

Here’s another one:

building an ethical
onlyfans: just lewds

An article screenshot from AVN website titled 'Just Lewds Aims to Offer Creators New 'Sex-Positive' Option' with the date March 14, 2023, 8:27 PM GMT, by Dan Miller. The article features a logo that reads 'Just Lewds' with a pink peach illustration that has an 'X' marked on it.
Text asking, "what is #wokep*rn?" with small logo at bottom right reading "JUST LEWDS" and a pink bomb icon with crossed-out eyes next to it, and a pair of cartoon eyes.
Screenshot of a social media post showing two women wearing headphones during a video call or podcast. The post is from Leah Gotti promoting transparency on OnlyFans. A YouTube video titled 'Keeping It (Un)real' by LEWD FRIENDS is included in the image.

That’s me interviewing famous p*rnstar Leah Gotti on our podcast. The post she shared on X about the podcast when we launched had 274,000 views and hundreds of likes and comments.

Podcast cover image for "Keeping It (Un)Real" featuring Leah Gotti and Radina Galavova, with a gradient background and icons of cherries and a unicorn.

The brief:

I was brought on as Chief Creative Brain to help build JUST LEWDS, a Web3 adult content platform for creators; a modular Web3 OnlyFans, that I turned into an ethically-driven OnlyFans. This drove huge organic growth.

The process:

JUST LEWDS had a cool name, cool brand, cute mascot, but I saw that it was missing a purpose (beyond product) to really stand out as a brand.

After speaking with creators, it became clear there was a need for a better platform, not just in terms of functionality but a platform to address real issues in the industry.

We openly discussed, in posts and our podcast, the issues of the industry we’ve all come to accept. Questions like: What is woke p*rn? And why do we have so many step-family member scripts?

We decided to be a platform for the people facing these issues themselves, and make space for them on our advisory board, giving them a seat at the table, for the first time.

The result?

Creators were reaching out to us organically, and recommending us without prompting them.

Our story even made it to AVN, the biggest adult entertainment news platform.

Quote in white text on a black background emphasizing the importance of values and openness, with a small logo at the bottom right featuring a pink peach emoji and two eye emojis, labeled 'Just Lewds'.
A digital graphic featuring the text 'JUST LEWDS' alongside an illustration of a pink peach with an 'X' over one eye, symbolizing a provocative or sexual theme.
A collage of various digital images and texts promoting a platform called 'Just Lewds,' featuring provocative and sexually explicit content, including selfies, suggestive phrases, and cartoon graphics.
A computer screen displays a pink webpage titled 'Unreal Lewds, Unreal Collabs, Unreal Experiences,' with a black and pink logo labeled 'Just Lewds' and a button that says 'Click here to view lewd'.
Two women wearing headphones and laughing during a video call.
A cartoon character with a pink head and white facial features is kneeling on a wooden floor, with their hand on the floor and head bowed. The cartoon has a worried or sad expression.
A black background with the text 'We Want Just Lewds' in pink and white font. A cartoon blueberry character with a happy expression, raised hands, and wearing sneakers.

Moral of the story:


Lead with purpose and people will follow.
Your brand will grow organically, which is especially valuable in a space where advertising is HARD.

We were doing something with JUST LEWDS that no other platform in the space was doing, addressing real issues and unethical practices in the adult entertainment industry, and giving creators a chance to lead on how to build it. While having fun too.

And because of that, creators readily referred us to people without prompting them, and were eager to join before our product was ready. Everyone wanted to join JUST LEWDS. We even made headlines in the biggest news publication in the industry - AVN.

Is your brand leading with purpose?

want to magnetically attract your audience too?

I usually kick things off with a 2-Week Brand Sprint.

Two weeks to figure out your positioning, direction, and what to do next. An MVP version of what agencies usually take months to develop.

Find out more

Let’s chat about your brand

Book a call

OR message below – WhatsApp works too.

P.S. I had some more fun stuff in the brand exploration phase for WAX,

Do you want to adopt any of these pieces from the cutting room floor for your sexy brand?