Revel | Brand + Product Strategy
In a Nutshell
Revel started as a gender reveal party box for non-binary and transgender adults. I joined the team to help build out the strategy for the original concept and extend the product into a more comprehensive brand.
Gender reveal parties became popular less than 10 years ago, but have blown up thanks to Instagram. Millennials and Gen Z are pushing back against the concept of a gender binary, but these traditional gender reveal parties (which reinforce the idea of a strict gender binary) are at odds with their values.
Our world is set up for a gender binary in which your sex must match your gender. This makes some people feel ignored and underrepresented.
Create a brand whose purpose is to affirm the identities of transgender and non-binary individuals.
I conducted interviews, surveys, and social listening to come up with a strategic framework for Revel, building on the original concept to make the second version of the brand more thoughtful and empathetic.
My most eye-opening interview was with Erin, who recently came out as non-binary to their friends and coworkers.
Ultimately, my research helped our team to develop a more inclusive, sensitive, and useful brand for non-binary and transgender individuals.