A selection from the branding/identity work that I spearheaded for CRAVE, a luxury sex toy company based here in SF. www.lovecrave.com (2012)

1. BRAND
SNAPSHOT

2. “ We believe sex is most exciting
when it is authentic and in the moment,
when people express their desires alone
or with a partner. ”

4. We believe...

5. WHEN PEOPLE GO
AFTER WHAT THEY
TRULY WANT...
that is hot

6. this life
IS ATTAINABLE
APPROACHABLE
& ACCESSIBLE

7. be yourself figure out what makes you realize that you’ve got
happy and get more of it! enough to work on...
this is play

8. aspirational
is...

9. embrace the best version claim a few more moments for find greatness...
of who you already are... yourself each day...

10. this life
IS FLIRTY AND
DELIGHTFUL

11. the unexpected when they let you where their making someone weak
moments that make shirt to sleep for the first time... in the knees with just a
your day... glance...

12. natural
CRAVE
confidence
WHOLESOME
GOODNESS

13. the feeling of truly wrinkling fresh sheets.. warm breath on
being alive... your neck...

15. this is an
authentic experience
your life as it happens. nothing
routine or staged. Spontaneous and
unexpected pleasures that give your
life a little edge of intrigue.

16. Crave believes that sexual pleasure, intimacy and satisfaction are at the core of
being human. We believe that sex is healthy, wholesome and playful, that delight
and flirtation provide vital sparks to everyday life. We believe that people crave a
variety of sexual experiences and that there should be no judgment, stigma, or
shame about that desire.
We believe that women have been underserved in the market for quality toys,
accessories and devices. The design, manufacture and material choices for sex toys
have been poor, and the shopping experience has been off-putting for many, which
has created a longstanding perception of a lack of quality in the category at large.
With Crave, we want to change the way women experience sex toys.

17. “ We believe sex is
most exciting when it’s
authentic and in the
moment, so we’ve made
our products easy to use
and easy to live with. ”

18. is not...

19. PRESCRIPTIVE
There’s no one right way to do things,
either in bed or in life. “You do you!”
SLEAZY OR CHEAP
Crave is a brand for people who
appreciate quality. They value well-
designed and well-made objects in
every area of their lives.

20. voice
& TONE

21. CHARACTER TONE
Light-hearted Sincere
Playful Casual
Empowered Human
Intelligent Witty
Helpful Honest
Affectionate Candid
SOCIAL MEDIA
BRAND VOICE
Approachable Awareness
Informed Engage
Affectionate Educate
Straightforward Entertain
Delight
Sell
LANGUAGE PURPOSE

23. GREAT VIBES
115 pt.
GOTHAM LIGHT
36 pt.
visual
IDENTITY

24. GOTHAM LIGHT
36 /36 BRAND
SNAPSHOT

25. logo
the exclusion zone
The logotype must be
reproduced with a clear
area around it which is
free from other graphic
elements. This area is known
as the ‘exclusion zone’.
With special permission, the
logo may be used inside of
a brandmark (see adjacent
page)

27. logo
MAGAZINE ARTICLE
Bor rest, sinveli tatiande nonse simusam lam ent.
Ipient enissi berchilis eaque CRAVE soluptas dolupta acim
volorrum sit quid ut que in con est, il earchilit, quos doluptius
as modipsume ne volupta qui sin estibea destinim ipieturia dele-
stempe abor autem lant.
Dus et quiam, et ipsus, nissinc imporepelest occaborrum aut pa written style
CRAVE quid? In external body text, we
Voloris quidelest a doluptatis a eatibus cuptati nctate ne con should advise others to
explique sum ipis mos resendi CRAVE aces dol. display our name in the
font HELVETICA NEUE
Learn more at WWW.LOVECRAVE.COM (medium).
In internal body text, it
should be in GOTHAM.
BLOG POST #2 (Will vary per application
Bor rest, sinveli tatiande nonse simusam lam ent.
between styles - bold, light,
Ipient enissi berchilis eaque CRAVE soluptas dolupta
acim volorrum sit quid ut que in con est, il earchilit, medium, book)
quos doluptius as modipsume ne volupta qui sin esti-
bea destinim ipieturia delestempe abor autem lant. The CRAVE url should
Dus et quiam, et ipsus, nissinc imporepelest occabor- always be in the uppercase.
rum aut pa CRAVE quid minturias voluta que la idebis
eaturepe consequibus, Voloris quidelest a doluptatis
a eatibus cuptati nctate ne con explique sum ipis mos
resendi CRAVE aces dol.
Learn more at WWW.LOVECRAVE.COM

28. WHEN PEOPLE
GO AFTER WHAT
THEY TRULY
GOTHAM LIGHT
27 /36
WANT.

29. logo
colors
The logo may NOT be:
used with a gradient
in any colors outside the
ones detailed in the brand
guideline
more than one color
Again, keep it simple.

30. say goodbye
to routine...
GREAT VIBES
53/42
It’s about the
spontaneous
and unexpected
GOTHAM LIGHT
18/21
pleasures that give
your life a little
edge of intrigue.
There are two typefaces routinely used for CRAVE collateral. GREAT
VIBES is a stylized type to be used for headers and “conversation”.
Body text should be created with the GOTHAM typeface (light or book).
Product names, even when in a header (i.e. DUET) should be in Gotham.

31. typography
say goodbye say goodbye
to routine...
to routine...
It’s about the
say goodbye
spontaneous
and unexpected
pleasures that give
your life a little
to routine...
edge of intrigue.
say goodbye
The leading for the header should be “snug”
but as a general rule, GREAT VIBES characters should
to routine...
not overlap. Do not tilt a header, it should remain erect
at all times.

32. PROPER USE
Hey Beautiful!
Great Vibes should be used sparingly. It’s not to
be used for general copy or body text (like this) as it
is difficult to read in large quantities. You get more
bang for your buck reserving it for special occasions!
IMPROPER USE

33. typography
GREAT VIBES
ABCDEFGHIJKLM
NOPQRST UVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789
GOTHAM (LIGHT)
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789

34. ( good examples )
THE
PERFECT
pair
try the tip for the
most intense
sensation
use the angled edge
along your labia for
precise stimulation
press the inner
HELLO GORGEOUS
how are you?
surfaces for
sensation all around
money - back
guarantee
flat surfaces with less
intensity are great
for warming up!
detachable, usb
rechargeable body
offer includes ( Exception: GREAT VIBES may overlap GOTHAM in certain cases. )
TRULY
free engraving WATERPROOF
www.lovecrave.com

35. typography
( brand families should look similar)
( These logo marks shouldn’t be recreated. They can be found in the StarterKit AI file.)

36. Pantone 170U/170C
CRAVE CORAL
Pantone 324U/324C
CRAVE AQUA
C69 M63 Y62 K58
natural textures
HELLO GORGEOUS
how are you?

37. A GRAPHIC
“STARTER KIT”
try the tip for the
most intense
sensation
use the angled edge
CAN BE FOUND
along your labia for
precise stimulation IN THE BRAND
press the inner DESIGN FOLDER
surfaces for
sensation all around (in progress)
money - back
guarantee
flat surfaces with less
intensity are great
for warming up!
detachable, usb
rechargeable body
offer includes
TRULY
free engraving WATERPROOF
www.lovecrave.com

38. SEXUALITY IS ONE PART OF THE WHOLE PERSON, BUT AN
IMPORTANT PART IN BECOMING WHOLE.

39. graphic components

40. MULTI-FACETED
JEWEL - LIKE/LUXE
MORE COMPLEX THAN A TRIANGLE
MORE THAN A BORING BOX
NOT A PERFEECT CIRCLE

41. icon language
CRAVE supports your special moments,
gives you the big ideas and provides the
features necessary to reach complete
satisfaction. (rewrite)
moments big idea feature

42. brand mark
exploration

43. MEET THE
team
instagram filter (earlybird)
+ phoster app

45. inspiration boards

46. previous internal content
(being revised)

47. previous internal content
(being revised)
SEXLIFEFREEDOM