moulding wax, THE BRAND.

I worked with the founding team on developing WAX, formerly We Are X, a sex-positive social dating app.

After seeing my work with JUST LEWDS (see below), they brought me on to evolve the We Are X brand to better reflect its meaningful purpose and resonate deeply with its audience. The original branding felt too "loud" and lacked inclusivity, even in its pink and blue colors, which either felt too cis-gender driven or trans flag-inspired.

I'm proud to see the brand's evolution and my role in its journey. And while it was fun exploring more daring brand revamps, just simplifying the font style, toning it down, clarifying our message, and using warm imagery of everyday people, along with more relatable conversations, made a HUGE difference in the brand's feel.

What do you think?

From this…

... to this:

other things 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 fresh.

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

New logo concept unpacking the X heart logo into WAX, combined with a waxy multicoloured messy play in the back :

I fcking LOVE purpose-driven sxtech brands.

Here’s another one:

building an ethical
onlyfans: just lewds

I was brought on as Chief Creative Brain to help build JUST LEWDS, a Web3 adult content platform for creators, like a web3 OnlyFans, but I turned it into an ethical OnlyFans.

JUST LEWDS had a cool name, cool brand, cute mascot, but it was missing a purpose to stand out. After speaking with adult creators, it became clear there was a need for a better platform, not just in terms of functionality but ethos. We decided to give adult creators a seat at the table as advisors.

I hosted a podcast on this too and interviewed famous, alternative and crypto-friendly creators.

Our story made it to the biggest adult entertainment news platform as well, AVN (also known as the “Oscars for porn” hosts, called the AVN Awards).