TomboyX, a women’s underwear brand started by two LGBTQ+ founders, came to Noun after raising their Series A. The intention of our engagement was to understand their audience on a deeper level and discover how they might break out of being perceived exlusively as an LGBTQ+ brand by appealing to mainstream customers without alienating their existing passionate superfans.
After diving deep into their customers and analyzing their painpoints, desires, and behaviors, we were able to develop a brand platform that was centered around inclusivity and personal expression.
From there, we completely overhauled their brand, product, and e-commerce ecosystem to be in line with this new position.
- Project Roles
- Content Producer, Creative Technologist, Strategist
- Crispin Porter + Bogusky
- Creative Research, Digital, Ethnographic Research, Human-Centered Design, Research, User Behavior Research, User Research
- Advertising, Brand Identity, Branding, Campaigns, Customer Journey Map, Manifestos, Personas, Pitch Decks, Websites, Wireframes
- Project Industries