I played a key role in driving the close alignment between the web team and the brand creative team to ensure a consistent and coherent digital expression of the new Durex identity. Leading the UX team, I positioned us at the center of this collaboration, acting as the critical bridge during consultations and workshops to translate bold creative concepts into practical, user-centered solutions. Through my direction, we were able to harmonize brand vision with technical feasibility, ensuring every decision supported both creative intent and functionality. I made sure the team’s input was present at every stage, protecting brand integrity while optimizing the user experience. This leadership approach was fundamental in delivering a successful, unified digital presence for Durex.
Under my leadership, the UX design team played a crucial role in transforming Durex’s new brand philosophy into a seamless and engaging digital experience. I directed the team’s efforts to elevate the brand’s web presence by delivering user-friendly, visually consistent interfaces that embodied the refreshed identity. From the very beginning, I ensured accessibility remained a top priority, guiding the team to implement inclusive design principles that made the new website usable for all audiences, regardless of ability. My strategic oversight ensured that every design decision aligned with both brand expectations and global accessibility standards. This approach not only strengthened the digital experience but reinforced Durex’s commitment to inclusivity.
In 2022, Durex underwent a bold rebranding that marked a significant shift in its visual identity and brand philosophy. Moving away from outdated stereotypes, the brand embraced a more inclusive, sex-positive, and authentic tone, reflecting a modern understanding of intimacy and connection. Central to the rebrand was a custom-designed font that balanced confidence with approachability, paired with a minimalist yet vibrant visual style that felt fresh and contemporary. The iconic blue was retained but refined, allowing the brand to maintain recognition while stepping into a more design-forward space. Durex’s messaging also evolved—focusing on real experiences, diversity, and breaking taboos around sexual health and pleasure. The overall result was a smarter, more progressive identity that speaks to a broader and more conscious audience. This rebrand wasn’t just aesthetic—it represented a cultural shift, positioning Durex as a modern leader in sexual wellness.
The rebranding of Durex in 2022 successfully balanced bold creative vision with practical, high-performance digital execution, thanks in large part to my leadership. I ensured close collaboration between the UX, web, and brand teams, driving alignment and compromise to deliver a fresh, accessible, and user-friendly web presence. Under my direction, the UX team implemented smart optimization strategies that maintained strong website performance, even with media-rich content at the core of the new design. The revamped identity was not only well received globally but also delivered impressive results across digital platforms. One of the key achievements I led was the creation of a flexible, scalable master template, designed to support consistent rollout across all markets while allowing for seamless local adaptation.
