K-Y has been the OG of lubricants since 1904 however, with new consumer behavior and competitors constantly innovating within the product category, the brand’s digital presence has become fragmented, inconsistent and unhelpful through the years.

Objective: To create a sex-positive digital experience where people can safely explore, ask, learn, probe and ultimately, buy.

Through a light re-brand and a virtual photoshoot, I was able to transform the site into a more cohesive and aesthetically pleasing experience to drive effectiveness, relevancy and impact of the brand in the US. Updated typography, color palette, photography art direction and tone of voice, the team and I successfully enhanced the experience of K-Y to be fresh and sex positive. Through a virtual photoshoot the team and I captured new e-Commerce stills with enhanced lighting and styling and 8 videos that show the product and texture in a playful way.

Photographer: Christine Blackburne
Art Director: Angel Ang

https://www.k-y.com