KY had a huge problem with branding: they were seen as pharmaceutical and medical. They wanted to be seen as fun, sexy, and vibrant. You can see this in their branding today (the teal and pink colors). This first occurred back in 2007 when they approached us for branding and digital presence. We created a site that would ask users to anonymously define what sexy meant to them, and allow users to browse these anonymous statements filtered by gender and age.
Combined with atmospheric effects and bold new branding, we successfully shifted the focus for KY and they seem to be sticking with it.