Brand Refresh

@ Good Vibrations

A warmer brand and a clearer site for a sex-positive staple.

2022 | Brand, UX Design, Information ArchitectureContract → Continued into side project

Explore the Sale

Up to 40% offon all anal wellness!

Background

A sex-positive San Francisco staple since 1977.

Trusted for decades, but increasingly invisible to Millennial and Gen Z shoppers.

I was brought in for a brand refresh. When the contract wrapped, I kept going on the site.

What I did

Contract →

Branding exploration & logo design

Self-initiated →

Continued visual exploration & rebranding: a warmer, modern look for the whole site.
IA restructure: a nav sorted by feeling and experience, not product type.

How might we guide people to their next best experience on a site where the navigation is overwhelming and inconsistent?

A visual rebrand and a genderless nav sorted by feeling and desired experience: Please, Care, Wear, and Learn.

The rebrand

The re-brand was focused around 3 core themes...

A guiding hand.

Good Vibes helps guide people in-store to their next best experience, why shouldn’t they reflect that feeling online?

Communication is key.

Centered around sex education, there’s no room for suggestive visuals or wording. They say it like it is!

Be open and refreshing.

Born as a frontier sex-positive brand, they continue to break down social stigma against sex and gender.

IA & site experience

The new formula, experience and exploration first.

Rather than categorize products by gender or by product type, I categorized by desired experience to mimic the in-store journey.

Please

Toys, sorted by the experience you’re looking for.

- Function
  Bullet
  Wand
  Suction
  Controlled
  Wearable
  Thrusting
  Beginner
  Stimulation
  G-Spot
  Clitoral
  Penis
  Anal
  Dual-Stimulation
  Function
  Bullet
  Wand
  Suction
  Controlled
  Wearable
  Thrusting
  Beginner
  Stimulation
  G-Spot
  Clitoral
  Penis
  Anal
  Dual-Stimulation
  Function
  Bullet
  Wand
  Suction
  Controlled
  Wearable
  Thrusting
  Beginner
  Stimulation
  G-Spot
  Clitoral
  Penis
  Anal
  Dual-Stimulation
- Function
  Realistic
  Fantasy
  Strap-On
  Suction Cup
  Sex-Machine Compatible
  Material
  Silicone
  Metal
  Glass
  Stimulation
  G-Spot
  Prostate
  Thrusting
  Dual-Stimulation
  Function
  Realistic
  Fantasy
  Strap-On
  Suction Cup
  Sex-Machine Compatible
  Stimulation
  G-Spot
  Prostate
  Thrusting
  Dual-Stimulation
  Material
  Silicone
  Metal
  Glass
  Function
  Realistic
  Fantasy
  Strap-On
  Suction Cup
  Sex-Machine Compatible
  Stimulation
  G-Spot
  Prostate
  Thrusting
  Dual-Stimulation
  Material
  Silicone
  Metal
  Glass
- Function
  Controlled
  Wearable
  Stimulation
  Clitoral
  Dual-Stimulation
  Penis
  Function
  Controlled
  Wearable
  Stimulation
  Clitoral
  Dual-Stimulation
  Penis
  Function
  Controlled
  Wearable
  Stimulation
  Clitoral
  Dual-Stimulation
  Penis
- Function
  Realistic
  Powered
  Controlled
  Wearable
  Cock Rings
  Pump
  Extend
  Stimulation
  Penis
  P-Spot
  Balls
  Function
  Realistic
  Powered
  Controlled
  Wearable
  Cock Rings
  Pump
  Extend
  Stimulation
  Penis
  P-Spot
  Balls
  Function
  Realistic
  Powered
  Controlled
  Wearable
  Cock Rings
  Pump
  Extend
  Stimulation
  Penis
  P-Spot
  Balls
- Function
  Plugs
  Beads
  Dildos
  Vibrators
  Training & Sets
  Clean
  Lube & Accessories
  Material
  Silicone
  Metal
  Glass
  Stimulation
  Prostate
  Thrusting
  Dual-Stimulation
  Function
  Plugs
  Beads
  Dildos
  Vibrators
  Training & Sets
  Clean
  Lube & Accessories
  Stimulation
  Prostate
  Thrusting
  Dual-Stimulation
  Material
  Silicone
  Metal
  Glass
  Function
  Plugs
  Beads
  Dildos
  Vibrators
  Training & Sets
  Clean
  Lube & Accessories
  Stimulation
  Prostate
  Thrusting
  Dual-Stimulation
  Material
  Silicone
  Metal
  Glass
- Function
  Harnesses
  Strapless
  Strap-On Dildos
  Bases
  Packers
  Function
  Harnesses
  Strapless
  Strap-On Dildos
  Bases
  Packers
  Function
  Harnesses
  Strapless
  Strap-On Dildos
  Bases
  Packers
- Restraint
  Collars & Leashes
  Harnesses
  Cuffs
  Gags
  Rope & Tie Downs
  Bed Restraints
  Spreader Bars
  Impact
  Floggers
  Crops
  Spankers
  Deprivation
  Blindfolds
  Masks
  Gags
  Chastity
  Sensation
  Wax
  Pinwheels & Claws
  Ticklers
  Nipple & Clitoral
  Estim
  Sets
  Restraint
  Collars & Leashes
  Harnesses
  Cuffs
  Gags
  Rope & Tie Downs
  Bed Restraints
  Spreader Bars
  Deprivation
  Blindfolds
  Masks
  Gags
  Chastity
  Impact
  Floggers
  Crops
  Spankers
  Sensation
  Wax
  Pinwheels & Claws
  Ticklers
  Nipple & Clitoral
  Estim
  Sets
  Restraint
  Collars & Leashes
  Harnesses
  Cuffs
  Gags
  Rope & Tie Downs
  Bed Restraints
  Spreader Bars
  Deprivation
  Blindfolds
  Masks
  Gags
  Chastity
  Impact
  Floggers
  Crops
  Spankers
  Sensation
  Wax
  Pinwheels & Claws
  Ticklers
  Nipple & Clitoral
  Estim
  Sets
- Function
  Blankets & Sheets
  Pillows & Positioning
  Toy Mounts
  Swings
  Sex Machines
  Couches & Lounges
  Function
  Blankets & Sheets
  Pillows & Positioning
  Toy Mounts
  Swings
  Sex Machines
  Couches & Lounges
  Function
  Blankets & Sheets
  Pillows & Positioning
  Toy Mounts
  Swings
  Sex Machines
  Couches & Lounges
- Shop All
- Material
  Water-Based
  Silicone
  Hybrid
  Oil-Based
  Natural
  Anal
  Material
  Water-Based
  Silicone
  Hybrid
  Oil-Based
  Natural
  Anal
  Material
  Water-Based
  Silicone
  Hybrid
  Oil-Based
  Natural
  Anal
- Function
  Douches & Enemas
  Prostate Stimulation
  Function
  Douches & Enemas
  Prostate Stimulation
  Function
  Douches & Enemas
  Prostate Stimulation
- Function
  Kegel & Pelvic Floor Trainers
  Dilators
  Balms & Salves
  Menstruation
  Function
  Kegel & Pelvic Floor Trainers
  Dilators
  Balms & Salves
  Menstruation
  Function
  Kegel & Pelvic Floor Trainers
  Dilators
  Balms & Salves
  Menstruation
- Massage
- Arousal
- Condoms & Barriers
- Hygiene & Toy Cleaners
- Shop All
- Sets
- Bras
- Underwear
- Babydolls & Chemises
- Bustiers & Corsets
- Teddies & One Pieces
- Robes
- Hosiery
- Costumes
- Accessories
- Shop All
- The Buzz
- Events
- About Us
Best Sellers
Sale

PleasureSex educationOrgasms

for all.

Good Vibes site on a laptop with the Please mega menu open

Good Vibes mobile menu: Please, Care, Wear, Learn, Best Sellers, Sale

Reflection

Some of the work I had the most fun with!

Sexual wellness is an industry that has been HEAVILY lacking in design attention. I think the industry and their customers deserve so much more, especially considering how intimate of a subject it is.

Testing is up next.

I’d love to chat with users, A/B test, or conduct card sorting to see what users actually think!

Passion is a design input.

Nobody asked for the second half of this project.

I did it because sexual wellness deserves better!