WAX
WAX
Note: WAX was formerly known as Killing Kittens but was separated to bring clearer brand clarity.
WAX is not just a dating app, but a social space for open-minded people to connect and explore without judgment or shame. Born out of the global adult events brand 'Killing Kittens', this app was designed to help people find like-minded individuals in a world where social taboos and censorship often prevent open discussions about sex and sexuality. Despite these obstacles, WAX has already attracted a significant user base, with hundreds of thousands of downloads and £4m+ in funding raised to date.
As the head of creative, brand strategist, and fundraising lead for the project, I've played a pivotal role in creating a profitable company and a global movement. In this case study, I'll take you through the different aspects of the app's development, from branding to user experience, and show you how we overcame challenges to create a unique and innovative social platform.
Note: WAX was formerly known as Killing Kittens but was separated to bring clearer brand clarity.
WAX is not just a dating app, but a social space for open-minded people to connect and explore without judgment or shame. Born out of the global adult events brand 'Killing Kittens', this app was designed to help people find like-minded individuals in a world where social taboos and censorship often prevent open discussions about sex and sexuality. Despite these obstacles, WAX has already attracted a significant user base, with hundreds of thousands of downloads and £4m+ in funding raised to date.
As the head of creative, brand strategist, and fundraising lead for the project, I've played a pivotal role in creating a profitable company and a global movement. In this case study, I'll take you through the different aspects of the app's development, from branding to user experience, and show you how we overcame challenges to create a unique and innovative social platform.
500+
UI Screens Designed
500+
UI Screens Designed
£4m+
Funds raised (using my pitch decks and videos
£4m+
Funds raised (using my pitch decks and videos
20+
Presentation Decks
20+
Presentation Decks
20+
Videos produced
20+
Videos produced
2
Re-Brands
2
Re-Brands
7
Websites Designed
7
Websites Designed
432
UI Screens Designed
432
UI Screens Designed
£4m+
Funds raised (using my pitch decks and videos
£4m+
Funds raised (using my pitch decks and videos
20+
Presentation Decks
20+
Presentation Decks
20+
Videos produced
20+
Videos produced
2
Re-Brands
2
Re-Brands
7
Websites Designed
7
Websites Designed
App UI/UX
App UI/UX
Creating a social dating app is a huge challenge. It's not just about swiping right or left, it's about creating a space where people can find their tribe, without judgment.
Throughout the entire design process, safety, privacy, and security were always at the forefront.
We wanted users to feel reassured and safe, which was pivotal in providing a quality and unique user experience that allowed them to let go of inhibitions and express themselves freely. Below, you'll see the core parts of the design that make up the app and what makes it unique.
Creating a social dating app is a huge challenge. It's not just about swiping right or left, it's about creating a space where people can find their tribe, without judgment.
Throughout the entire design process, safety, privacy, and security were always at the forefront.
We wanted users to feel reassured and safe, which was pivotal in providing a quality and unique user experience that allowed them to let go of inhibitions and express themselves freely. Below, you'll see the core parts of the design that make up the app and what makes it unique.
Browse Members
Chat
Events
Branding
Crafting a brand for a dating app that stands out from the competition is no easy feat. Our goal was to create a gender-neutral and vibrant brand that embodies the energy and spirit of our community. We wanted to convey a sense of freshness, boldness, and unapologetic authenticity that was reflected in both our visual identity and tone of voice.
One of the challenges we faced was creating a recognisable X logo that wasn't mistaken for a decorative element or a close button. After experimenting with different designs, we decided to place the X inside a heart, giving it warm and positive connotations that are subtle yet satisfying to spot. Our logo is clean, rounded, and colourful, conveying approachability, friendliness, and diversity.
Crafting a brand for a dating app that stands out from the competition is no easy feat. Our goal was to create a gender-neutral and vibrant brand that embodies the energy and spirit of our community. We wanted to convey a sense of freshness, boldness, and unapologetic authenticity that was reflected in both our visual identity and tone of voice.
One of the challenges we faced was creating a recognisable X logo that wasn't mistaken for a decorative element or a close button. After experimenting with different designs, we decided to place the X inside a heart, giving it warm and positive connotations that are subtle yet satisfying to spot. Our logo is clean, rounded, and colourful, conveying approachability, friendliness, and diversity.
Social Content
I helped manage WAX’s social media, focusing mainly on Instagram, to authentically reflect the brand’s unique, open-minded ethos. The main challenge was navigating platform restrictions on adult content while ensuring the brand’s core message remained clear and engaging.
Through strategic content planning and creative storytelling, I helped grow the community, increased engagement, and maintained a positive brand image that resonated with the audience, all while staying true to WAX’s vision of a judgment-free space.
I helped manage WAX’s social media, focusing mainly on Instagram, to authentically reflect the brand’s unique, open-minded ethos. The main challenge was navigating platform restrictions on adult content while ensuring the brand’s core message remained clear and engaging.
Through strategic content planning and creative storytelling, I helped grow the community, increased engagement, and maintained a positive brand image that resonated with the audience, all while staying true to WAX’s vision of a judgment-free space.
Fundraising
Fundraising
Since 2018, we've secured £4m+ in four rounds of seed funding, with me as a driving force behind each raise. I carefully curated each investment pitch deck to showcase WAX's unique value proposition in a competitive dating app market. Despite the challenge of convincing investors to support a social dating app focused on enhancing people's sex lives, our pitch decks have received an average of over 1000 views each and have been overfunded every time.
Since 2018, we've secured £4m+ in four rounds of seed funding, with me as a driving force behind each raise. I carefully curated each investment pitch deck to showcase WAX's unique value proposition in a competitive dating app market. Despite the challenge of convincing investors to support a social dating app focused on enhancing people's sex lives, our pitch decks have received an average of over 1000 views each and have been overfunded every time.
£4m+
Raised 2018-2024
£4m+
Raised 2018-2024
20+
Pitch, Marketing and Sales Decks
20+
Pitch, Marketing and Sales Decks
3
Investment Videos Produced
3
Investment Videos Produced
£4m+
Raised 2018-2024
20+
Pitch, Marketing and Sales Decks
3
Investment Videos Produced
My contributions also led to the success of our crowdfunding campaigns. I wrote and designed each campaign page with compelling graphics, resulting in impressive conversion rates that drove prospective investors to request our pitch deck.
I've also taken the lead in producing investment pitch videos since 2020. From scripting and editing live action footage to creating dynamic motion graphics, I've played a critical role in bringing our vision to life. You can see the latest investment film on Killing Kittens case study.
My contributions also led to the success of our crowdfunding campaigns. I wrote and designed each campaign page with compelling graphics, resulting in impressive conversion rates that drove prospective investors to request our pitch deck.
I've also taken the lead in producing investment pitch videos since 2020. From scripting and editing live action footage to creating dynamic motion graphics, I've played a critical role in bringing our vision to life. You can see the latest investment film on Killing Kittens case study.
To wrap things up, I invite you to experience WAX for yourself. Head over to the App Store to download the app and see the product I designed firsthand. I'm confident that you'll be impressed by what you see. Thank you for taking the time to learn about my role in creating WAX.
To wrap things up, I invite you to experience WAX for yourself. Head over to the App Store to download the app and see the product I designed firsthand. I'm confident that you'll be impressed by what you see. Thank you for taking the time to learn about my role in creating WAX.
Get the app
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