Killing Kittens

Killing Kittens

Note: In 2022, Killing Kittens split into WeAreX for the dating platform, but was formerly known simply as Killing Kittens, so there are crossovers for both projects.


Working on Killing Kittens was a dream project, as it presented a myriad of complex problems to tackle. At its core, the goal was to completely transform the brand from a secretive underground private members' club into an inspiring global female empowerment movement, positively impacting the lives of women, men, and couples.


The deeply ingrained stigmas and perceptions surrounding the brand needed to be addressed, posing multiple challenges to their business objectives, including hiring, advertising, investment, and brand collaboration.

Note: In 2022, Killing Kittens split into WeAreX for the dating platform, but was formerly known simply as Killing Kittens, so there are crossovers for both projects.


Working on Killing Kittens was a dream project, as it presented a myriad of complex problems to tackle. At its core, the goal was to completely transform the brand from a secretive underground private members' club into an inspiring global female empowerment movement, positively impacting the lives of women, men, and couples.


The deeply ingrained stigmas and perceptions surrounding the brand needed to be addressed, posing multiple challenges to their business objectives, including hiring, advertising, investment, and brand collaboration.

£2.5m

Funds raised

£2.5m

Funds raised

33%

Decrease in bounce rate

33%

Decrease in bounce rate

40%

Increase in social followers

40%

Increase in social followers

10%

Increase in social traffic

10%

Increase in social traffic

20%

Increase in revenue from new customers

20%

Increase in revenue from new customers

3

Sub-brands launched

3

Sub-brands launched

Branding and Website UI

Branding and Website UI

From a practical standpoint, all aspects of Killing Kittens' digital marketing were outdated, with a lack of streamlined processes hindering efficient operation and preventing them from realising their full potential. Issues included a cumbersome members platform, antiquated branding and website, and a muddled social media presence.


To address these concerns, I began by giving the website a much-needed refresh, which involved a short-term update to the visual identity without undergoing a drastic overhaul.

From a practical standpoint, all aspects of Killing Kittens' digital marketing were outdated, with a lack of streamlined processes hindering efficient operation and preventing them from realising their full potential. Issues included a cumbersome members platform, antiquated branding and website, and a muddled social media presence.


To address these concerns, I began by giving the website a much-needed refresh, which involved a short-term update to the visual identity without undergoing a drastic overhaul.

432

UI Screens Designed

432

UI Screens Designed

£1.5m

Funds raised (using my pitch decks and videos

£1.5m

Funds raised (using my pitch decks and videos

25

Presentation Decks

25

Presentation Decks

5

Videos produced

5

Videos produced

2

Re-Brands

2

Re-Brands

7

Websites Designed

7

Websites Designed

2011-2017

2011-2017

2011-2017

Previous Branding

When I first came across the website, its outdated appearance didn't match the client's vision. While the client wanted to keep the luxurious and dark feel, we aimed to modernise the website by refreshing the stock imagery and swapping the serif typefaces and old logo with more current and lively designs.

2017-2018

2017-2018

2017-2018

Mini-refresh

We revitalised the site's imagery and introduced a bold update to the typefaces. Several UI enhancements were made, such as a max-height registration form and the adoption of a striking new colour scheme that incorporated a vibrant ice blue for the call-to-action buttons, creating a more coherent and appealing design.

2018-2020

2018-2020

2018-2020

Full rebrand

A year later, I spearheaded a comprehensive rebranding effort, which involved in-depth discussions with customers, the team, and key stakeholders. This process included consolidating all sub-brands to avoid diluting the core message of the company's identity.


Additionally, I led the creative direction for a photoshoot campaign called #WeAreKK, allowing us to incorporate proprietary imagery throughout the site. This empowering experience laid the foundation for a fresh, brighter look that would transition Killing Kittens from a secretive underground club to an inspiring global movement. The goal was to create a lifestyle brand that people would be eager to join and embrace as part of their lives.

2020-2023

2020-2023

2020-2023

Brand update and new app

The pandemic provided an opportunity for us to pause, refresh the brand, and prepare KK for another round of investment. The offering expanded from events to a full-fledged dating app, necessitating a shift in brand messaging to appeal to a broader audience of open-minded individuals.


While the previous site hinted at this direction, it was mainly conceptual. Now, with a functional app to market and use as promotional material throughout the website, we aimed to capitalise on video content to animate the site and keep users engaged for longer periods. Although preserving the female-first ethos was crucial, much of the messaging and assets highlighted the global movement of kittens to emphasise KK as a widely accepted community.

2023-Present

2023-Present

2023-Present

Back to the roots

In mid-2022, we faced challenges marketing the Killing Kittens app due to the brand's association with adult parties. To address this, we separated the dating app into a distinct brand, WeAreX, allowing Killing Kittens to focus on organising world-renowned parties.


This split provided a clearer direction for market positioning and branding. Killing Kittens needed a new website emphasising events, and we successfully launched the WeAreX app in Q2 2023. The launch generated significant fanfare, increased new sign-ups, and enabled a seamless user transition to the new platform.

Branding

Today, the Killing Kittens brand confidently targets the luxury events market, known for hosting the world's finest adult events. The brand's captivating and sumptuous imagery complements its unwavering commitment to a female-first ethos.


This approach has broadened to encompass 'Kittens' as a more inclusive group, embracing anyone who identifies as a woman or non-binary.

0:00/1:34

Fundraising

There were 4 successful raises under the Killing Kittens name before the brand was split into Killing Kittens and WeAreX. Check out some of the key figures below as well as the latest investment pitch video which I scripted, edited and produced.

Behind the scenes 🔈

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£2.5m

Raised 2018-2022

£2.5m

Raised 2018-2022

15

Pitch Decks and Marketing and Sales Deck

15

Pitch Decks and Marketing and Sales Deck

3

Investment Videos Produced

3

Investment Videos Produced

£2.5m

Raised 2018-2022

15

Pitch Decks and Marketing and Sales Deck

3

Investment Videos Produced

In 6 years, I had the privilege to lead the transformation of Killing Kittens from a small underground London movement to a globally recognized household name. Our team's dedication in empowering singles and couples to embrace their sexuality has saved marriages, helped women re-connect with their sexual selves after trauma, and facilitated countless successful marriages and happy ever-afters. I'm proud of the positive impact we've made around the world.

Go to website

WeAreX

Lead designer on a disruptive legal tech platform that aims to change an industry stuck in the past.

See project

WeAreX

Lead designer on a disruptive legal tech platform that aims to change an industry stuck in the past.

See project

Welldoing

My first venture into a physical products business. Brand, product design, social media and e-com website all done by me.

See project

Welldoing

My first venture into a physical products business. Brand, product design, social media and e-com website all done by me.

See project

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