case study
Mojo
From bro-centric to brand-defining: rebuilding Mojo’s identity around the full human experience of sex and intimacy.
A brand relaunch that shifted the narrative from clinical dysfunction to connection, desire, and whole-person wellness.
THE CHALLENGE
A platform built for one problem, preparing to serve an entirely new audience.
Mojo launched as an AI-driven app focused on a specific, clinical problem: erectile dysfunction. It did that job well, and it built real trust with the audience it served. But when I came into the picture, the company was at an inflection point. Leadership had decided to expand the platform to women and launch a new line of expert-led courses with leading sexual wellness practitioners, a business decision that outran the brand’s ability to speak to it.
The brand had one voice, built for one audience, and that voice was now being asked to carry a product built for everyone. It was narrow, performance-focused, and almost entirely male in its framing, with nothing in the messaging that signaled to women, couples, or anyone exploring intimacy beyond dysfunction that this platform was built for them too.
The brand risked alienating the audience it already had while failing to earn the audience it needed next, and it needed a voice with enough range to hold both without diluting either.
Some examples of the old Mojo feed:
The Strategy
The work started with understanding what Mojo was actually becoming: a platform where people could explore desire, connection, and intimacy with guidance from genuine experts, a fundamentally different story than an ED app, and one that needed a fundamentally different voice to match.
I led the team and budget behind that shift, directing freelance writers, designers, and creative contributors, and built a brand voice and narrative system that recentered the brand’s identity around whole-person sexual wellness. The new voice was warm without being soft, direct without being clinical, and inclusive without flattening the specificity of different audiences.
It created space for women as a primary audience while retaining the credibility and trust Mojo had built with men, and it elevated the expert course offering as a natural evolution of the brand’s mission rather than a separate product bolted on. I also designed the multi-stakeholder review process that kept every piece of content on-voice and clinically accurate as it moved through copy, design, and expert sign-off, so the new voice held up at scale, not just in the brand guidelines document.
the work
Brand infrastructure built for a company in transition.
Brand voice guidelines
A comprehensive voice and tone system covering personality, language principles, audience framing, and editorial do’s and don’ts across all channels and formats.
Narrative repositioning
Rewrote the brand’s core positioning to reflect the expanded audience and product offering, moving the lead story from clinical dysfunction to connection, desire, and whole-person wellness.
Expert course launch framework
Built the launch infrastructure for the expert-led course line, including messaging architecture and content frameworks to support courses with Dr. Laurie Mintz, Dr. Shannon Chavez, Dr. Silva Neves, and Dr. Suzette Johnson.
Content approval workflow
Designed a multi-stakeholder review process to maintain voice consistency and expert accuracy across copy, design, and editorial sign-off at every stage of production.
The Results
A brand ready to grow into what it was becoming.
The relaunch gave Mojo the infrastructure to hold its expansion. Landing page conversion improved significantly once the brand voice and narrative aligned with a broader audience. Bounce rates dropped as new visitors found messaging that reflected their needs and intentions. Expert course pages, built on the new brand framework, drove engagement well above the pre-relaunch baseline.
Beyond the metrics, the work delivered a brand with a clear point of view that could speak to women, couples, and anyone invested in their sexual wellness, without losing the men who were already there. The voice guide, launch framework, and content workflow left the team with a repeatable system they could carry forward as the platform continued to evolve.
NEW CONTENT EXAMPLES ACROSS PAID AND ORGANIC CHANNELS
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