KY Jelly: Branding & Re-brand
I was initially brought on to design a new brand visual direction for the already existing KY Jelly in the UK, creating a modern & inclusive visual language that could live across social, print & digital. A year & a half later, the brand was reintroduced in the UK as Kynect. At this stage, a new design system was already in place & I was brought back to apply that system across a new website & updated social presence.
Client: KY Jelly / Kynect
Role: Lead Designer
Focus: Branding, UX/UI, visual content, photography direction
Brief
Create a contemporary brand identity for KY Jelly, then later apply the Kynect rebrand consistently across digital platforms.
Objective
Build a clear, inclusive identity and ensure the rebrand translated smoothly across web and social.
Challenge
Designing a modern brand without gendered or explicit cues, then adapting an existing system into practical digital outputs.
Approach
For the original KY Jelly identity, I developed a series of moodboards to explore tone, colour & imagery. The focus was on creating a gender-neutral & progressive look that felt welcoming rather than prescriptive. This early exploration helped define the overall direction of the initial KY Jelly digital branding.
When it came time for the initial launch, my aim was to give the brand a consistent look & feel across every platform it appeared on. The colour palette, type choices & imagery were selected to feel modern without coming across as clinical or exclusive.
Social
Under this visual logic, I created social media designs that felt inviting yet confident it felt distinctive & modern without dominating the message.
To support partnerships & influencer outreach I designed a set of promotional cards that carried the updated visual language. These cards were crafted to feel tactile & considered, echoing the central theme of neutrality & connection that grounded the project.
Photoshoot for Launch
I also directed a photoshoot to create original imagery for the brand. The focus was on clean, lifestyle-led visuals that could be used across social content, web & printed materials, giving the brand a cohesive visual library from launch.
A while later, KY Jelly was rebranded as Kynect in the UK. By this point a new design system had been developed & my role shifted to applying this identity across key digital touchpoints.
From KY Jelly to Kynect.
Re-brand
Website
I designed a new website using the existing Kynect design system, translating the brand into a clear & contemporary digital experience. The layout, typography & visual elements were applied consistently to create a unified & recognisable online presence.
Re-brand
Social
To coincide with the launch of the rebrand, I carried through design elements from the new website such as typography & icons, giving the new social channel a fresh & colourful look & feel.
Outcome
The initial KY project resulted in a clear & cohesive brand presence across social, print & web which was all about inclusivity & with a hint of cheekiness.
The Kynect rebrand translated smoothly into digital, giving the brand a consistent & recognisable look across platforms.