The challenge was tone. Durex is a brand people know but rarely talk about, and a DTC launch meant building a direct relationship with customers. The answer was creativity with confidence and wit, playful enough to capture attention, crafted enough to build trust. I established the Durex lozenge as a compositional system across every touchpoint, creating a consistent visual language that could flex from cheeky seasonal campaigns to conversion-focused performance marketing. The result was a launch that delivered strong commercial results and won awards across four different ceremonies.