Reconnect

Taking the reins as the design lead for the Durex Getty Summer campaign, I was tasked with breaking stereotypes and fostering a more authentic representation of relationships. The first post-covid campaign after lockdowns in UK eased Durex understood that their customers wanted to reconnect with people again.

Real people real relationships

I designed a comprehensive system that emphasised real people in real relationships, steering away from heavy photoshopping and unrealistic imagery. This design system was rolled out across various channels, maintaining consistency and authenticity.

This was such a fun project to design!

Challenge

My process involved a deep dive exploration of Durex's brand identity, ensuring that the design system not only challenged stereotypes but also aligned seamlessly with the company's core values.

Solution

The result was a multi-channel campaign that not only visually stood out but also contributed to reshaping perceptions around relationships and intimacy.

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