Creative Director & Brand Strategist · Rebrand · Ecosystem Architecture
Dr. Emily MorseSex With Emily
Highlights
$1.8MNew revenue / 90 days
Top 20Global podcast
2,000+Posts & episodes indexed
Project
Dr. Emily Morse had built one of the most trusted names in sex and relationships — a Top-20 global podcast, a long-running SiriusXM show, and fifteen years of education on subjects most brands won't go near. The identity around it hadn't kept pace: it read dated right as the mission was sharpening toward elegant, approachable, inclusive and gender-neutral.
The website pulled serious organic traffic but was cluttered and hard to navigate — a fifteen-year library nobody could actually search. The ask was a complete overhaul that protected the credibility without losing a single ranking.
Fifteen years of authority, wrapped in a brand that no longer matched the mission.
The lips mark · a gesture the brand could ownThe strategy rested on four words — Energy, Empathy, Education, Everybody — and one belief: sex education should feel like a safe space to talk, explore and learn, not a clinic and not a taboo. That meant a brand with a real personality, not a palette.
So we built one with its own voice: a warm serif system (Canela over Basetica), a blush-and-sage world, the lips mark, and a vocabulary of its own — lines like "Light My Fire, Baby" that made the brand quotable long after you closed the tab.
A brand with its own catchphrases is a brand people repeat.
Stakeholder interviews and audience research into the pillars: elegant, approachable, inclusive, gender-neutral.
Logo, the lips mark, Canela × Basetica type, the palette, and full guidelines for every touchpoint.
Photography and illustration direction across lifestyle, still life and portrait — sensual, never clinical.
A bespoke, mobile-first build with an SEO migration engineered to preserve every hard-won ranking.
The e-commerce shop, Dr. Emily Morse's Sex Masterclass site, and a partner, affiliate and sponsor revenue layer.
2,000+ posts and episodes made indexable and findable for the first time — plus the community around them.
The Sex Masterclass site · commerce built into the brand
I rebranded Dr. Emily Morse and architected the ecosystem around her: identity, custom site, commerce, a searchable library and a community, each feeding the next. The rebrand landed where the mission was headed — elegant, approachable, inclusive, gender-neutral — and the ecosystem turned it into $1.8M in new revenue in the first 90 days. The migration preserved the site's organic traffic with zero rankings lost, made 2,000+ posts and episodes searchable for the first time, and turned a content library into a storefront.
I architect brand ecosystems for founder-led names — media, coaches, creators. We start with a paid consult and find the idea big enough to build a business on.