SLIPGUARD
Branding / Photography / Direction / Strategy
SlipGuard is a 100% food-grade silicone product designed as an alternative to traditional contraceptives for those seeking non-medical options to combat erectile dysfunction. While the product was selling, its brand and web presence were outdated and did not align with its potential. The company needed a fresh identity to better resonate with its target audience and increase engagement.
As a product in the sensitive category of sexual health, SlipGuard faced the challenge of navigating the stigma around erectile dysfunction while offering a product that was both effective and approachable. A rebranding effort was required to reshape the conversation, making it fun and relatable while maintaining the product's credibility.
THE CHALLENGE
The challenge was clear: SlipGuard’s existing brand did not reflect the modern and playful approach that would appeal to its customers. The company’s visual identity and messaging were too clinical and lacked the personality needed to stand out in a competitive market. Additionally, there was a need to address the stigma around erectile dysfunction and contraception, and introduce humor as a tool to make these topics more approachable.
The rebrand needed to ensure that SlipGuard was seen as a modern, fun, and relatable option for individuals seeking non-medical solutions for erectile dysfunction. The ultimate goal was to create a new brand identity that would improve brand perception, increase sales, and boost engagement across digital platforms.
THE SOLUTION
To address these challenges, I led a comprehensive rebranding effort. The process began with an in-depth analysis of the competition, identifying how other brands in the erectile dysfunction and contraception space communicated with their audiences. We observed that many competitors relied on a clinical, no-nonsense approach. In contrast, brands like Manscaped and BlueChew used humor, bold visuals, and pop culture references to make their products feel more approachable.
We decided to follow a similar approach by injecting humor into the messaging and visual identity of SlipGuard. The new brand would position the product as an approachable, fun, and non-medical alternative to traditional solutions. This rebranding process involved:
Creating a fresh logo, modern typography, and a vibrant color palette that would stand out in the market.
Developing a playful tone of voice for messaging across all platforms.
Designing social media campaigns that would normalize conversations around erectile dysfunction and contraception by using humor, memes, and pop culture references.
My Contributions
As the Creative Director, I was responsible for driving the entire rebranding initiative. My contributions included:
Brand Identity Development: I led the creation of a new logo, color palette, typography, and overall visual direction to create a modern and approachable look for SlipGuard.
Tone of Voice and Messaging: I guided the development of a new tone of voice, focusing on humor and relatability while remaining respectful and informative. This was key to positioning the brand in a way that felt light-hearted yet credible.
Website Redesign: I oversaw the redesign of the SlipGuard website to reflect the new brand identity. The website was made more user-friendly and visually engaging, with a focus on clear messaging and easy navigation.
Social Media Strategy – "Hard Facts" Campaign: I spearheaded the creation of the “Hard Facts” campaign, a series of social media posts that used humor to deliver facts about contraception and erectile dysfunction. By leveraging memes and pop culture references, we made a traditionally taboo subject more approachable.
Photography and Visual Assets: I directed and produced brand-aligned photography that captured the essence of the new identity. These visuals were designed for use across digital and print media, including social media, website, and advertising.
Results
Increased Sales
Following the rebrand, SlipGuard saw a notable increase in product sales, indicating that the refreshed identity resonated with the target audience.
Boosted Social Media Engagement
The “Hard Facts” campaign gained significant traction on social media, leading to an increase in followers, likes, and shares. The humorous approach generated buzz and sparked conversations around erectile dysfunction in a way that was both informative and fun.
Enhanced Brand Perception
The new visual identity and messaging helped to shift perceptions of SlipGuard. The brand was now seen as modern, playful, and approachable, making it more attractive to consumers seeking an alternative to traditional erectile dysfunction treatments.
Team Credit
Rondel Charles: Brand Strategy, Direction
Jerome Frederick: Consultancy, Motion Design
Colville Heskey: Photography
Leah Chamberg: Copywriting
Sherika Wynter: Strategy, Project Mangement