moulding wax, THE BRAND.

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 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.

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.

What do you think?

From this:

to this:

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.

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

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:

I fcking LOVE purpose-driven sxtech brands.

Here’s another one:

building an ethical
onlyfans: just lewds

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.

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.

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.

Moral of the story:

Lead with purpose and people will follow.
And 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.

What’s your purpose?