Project:

Summary:

Dominex makes high-performance underpads for sex industry professionals who demand quality and discretion.

Roles:

Branding, Creative Direction, Website Development, Product Development, Community & Social Media/Community Management, Market Research & Strategy

Team:

Sam Johnson, Creative Direction & Production Manager

Carly Starnes, Photography

Link to Brand

*content warning for blood; other product photography examples showcasing other use cases are available to view at the link above.

The Market Gap: Sex industry professionals rely on “puppy pads,” but they’re not built for humans or intensive use. Materials, sizing, absorbency and aesthetics miss the mark, compromising comfort, discretion, dignity, clean-up and set design.
Target Audience: Sex industry professionals, dungeon/studio owners, event and play spaces, kink-curious consumers.
Strategy: Interviewed professionals across the US and Asia to map use cases and spec requirements. Built a human-grade, oversized black disposable underpad to meet those needs, and marketed it via B2B and DTC channels. Developed a high-trust visual brand with strong social proof to win over a notoriously cautious audience.
Community Management
Built trust by proving the product works and solving real workflow pain points. For a cautious, privacy-minded audience, I use consent-first, respectful and relatable language, speaking as a peer with attentive support and clear boundaries.
Social Strategy
Established public touchpoints on Instagram, FetLife and Reddit to educate and attract, and private Discord/Telegram communities to protect privacy, deepen relationships and gather feedback, each with tailored content, moderation and conversion paths.
Built the revenue engine by:
- Writing all e-commerce copy, designed conversion-led visuals and product photography, and built shopify backend
- Managed supply chain, suppliers and B2B accounts
- Prioritised targeted placements on niche, category-relevant sites over broad paid social to reach qualified buyers efficiently.
Result: campaigns and lifecycle flows delivered 61% of first-year sales via organic and low-spend paid activity.

Logo Design & Style Guide

Valentines Campaign 2025:

My Mess My Rules

Summary:

Valentines Day 2025 social media campaign concept and development.

Roles:

Creative Direction, Concept Development, Production Manager

Team:

Sam Johnson, Creative Direction & Production Manager

Pricilla Jdarko, Photography

Link to campaign

Taking the wide range of use cases this product is applicable to within the fetish community, I wanted to play with the concept of indulgence for valentines day. Cake sitting is a female dominated fetish that exists primarily online, so what if we made it luxurious?
- Women 25-45
- Cake Sitting Community
- Sex Industry Professionals
- Instagram
- Fetlife
- Print Media