From Orgasm to Self-Discovery:

How MyO Found its $20M Purpose.

The Problem : MyO, formerly Womanizer, was a market leader being undercut by new competitors offering similar product performance at a lower price. The challenge was to redefine the brand's value beyond its technology and create a deeper, emotional connection with its audience.

How did we solve the problem: We conducted Pivotal Research to understand what pleasure truly meant to women. Through in-depth interviews with sex workers, sex shop owners, and a diverse group of women, we uncovered the insight: an orgasm is less about the end result and more about the journey of self-discovery.

This led to the idea, "Pleasure to meet me," . We developed in weeks a complete rebrand focused on the new strategy:

  • Naming: The name changed from Womanizer to MyO, a name that connected the individual to the act of pleasure.

  • Packaging: Generic, stock-like images were replaced with authentic photos of real women, each having a genuine moment of self-discovery.

  • Digital Experience: The brand's website was overhauled to a personalized experience where users could customize their product.

  • Communication: All messaging and campaigns were refocused to highlight the theme of discovery, not just performance.

Packaging

Digital Experience

Naming

Comms

The Insect Repellent That Stopped Repelling People: How a New Brand was Designed in Weeks.

Case Study: Yuny

The Challenge In a saturated luxury real estate market, Yuny's new high-end building was a commodity, forcing buyers to compare solely on price. The challenge was to go beyond standard amenities and appeal to a deeper, emotional desire of the ultra-wealthy.

How did we solve the problem: We conducted extensive research with a high-net-worth audience, exploring what "luxury living" truly means for those who can have it all. We discovered that for high-net-worth individuals, the ultimate luxury isn't more stuff—it's a life of profound tranquility. This led to the core idea of creating "the world's first anti-stress building." This strategy redefined every detail of the brand experience, from the building name "Aura" to a dedicated home-office tower and an anti-stress concierge.

Key aspects of the anti-stress experience included:

  • Naming: The building was named "Aura," evoking a feeling of calm and a positive atmosphere.

  • Sensory Experience: The experience began the moment residents arrived, with relaxing music in the garage and an elevator that diffused calming scents.

  • Anti-Stress Amenities: We designed a first-of-its-kind track-and-field spa and an anti-stress concierge to handle daily tasks.

  • Separation of Work & Life: A separate tower was designed for home offices, allowing residents to completely detach work from their personal lives.

The Results This innovative strategy completely differentiated the brand from its competitors. Pre-sales for the building increased by 20% above the market average, and its price per square foot was valued at the top tier of the category.

Case Study: Lay's

The Challenge: As the market leader, Lay's was losing ground to new, low-cost competitors. The brand needed to defend its position by creating a deeper emotional connection with consumers to reduce price sensitivity.

How did we solve the problem: We’ve done Pivotal Research that uncovered two insights. First, the brain associates the unique rounded shape of a Lay's chip with joy and comfort. Second, we found that true joy is most deeply felt and remembered when people overcome challenges.

This led to a powerful Super Bowl campaign that brought the idea to life. The spot told the story of a girl overcoming challenges in growing a potato, focusing on its shape, culminating in a joyful, celebratory moment over a bag of Lay's.

The Results: The campaign became the most successful Super Bowl commercial of the season, immediately securing Lay's market leadership position and successfully reducing price sensitivity among consumers.