Killing Kittens and WeAreX App

I worked with KK Group to reposition the Killing Kittens brand, refine its positioning and mission, and enhance its tone of voice. I also worked as lead copy editor for their blog, where I coached a team of (very) passionate sex experts and writers.

Following this, I then worked with KK Group to help lead the development of the brand’s strategic positioning, brand values, behaviours and tone of voice to launch the WeAreX app (known by the community as The WAX App).

Starting with audience insight, the strategy was developed based on our audience’s core values and feelings about the kink space and modern dating. These are outgoing individuals who don’t like to fit the norm, whether that be in terms of self-expression or dating rules. The traditional world of dating is somewhere they feel they don’t belong, and so belonging was key to creating this social community.

I then wrote the proposition: ‘social dating for the open-minded’, and the creative expression: ‘express your sexual self’, an unapologetic motto for a non-judgemental shaming-free online space, which set the tone for the brand’s creative communications.