I worked with an American-based company that had two innovative products on the market, one of which was a vaginal dilator. The existing branding lacked personality and didn't take the consumer's perspective into account. To improve the brand identity, we conducted extensive research on the product's current and potential users and competitors. Based on our findings, we created a warm and inviting brand identity that balanced scientific and modern with a traditional and authoritative voice. We also included an expansion graphic to illustrate the gradual expansion of the dilator.

However, the sensitivity of the topic was a significant challenge. Vaginismus is a personal and often taboo topic, making it challenging to create a brand identity that was both informative and respectful. We had to strike a delicate balance between providing clear instructions and communicating sensitivity and empathy towards the users. Keeping the potential customers' physical and mental trauma in mind at all times was essential when considering everything from logo and color palettes to fonts and imagery. We added a softness to the brand identity and made sure that the overall feeling of the product was one of safety and comfort.

Throughout the process, we went back to the consumer research at every stage to ensure that the new brand identity resonated with the target audience in a considerate way. We represented women of all ages, ethnicities, and body types in a respectful and non-stereotypical way, given the diversity of women's experiences with vaginismus. Overall, the new brand identity successfully created a warm and inviting brand identity that was informative and respectful.