Solution /

Once the initial shock settled (really, sex toys?) I got to work sussing out where and how things had gone south. But instead of nuking everything and starting over, I recommended a return to the original ideals that drove the company from day one. Working with folks from throughout the organization, I identified a few key attributes that, when amplified, could serve as the core of the new look and feel and voice. With those things in place, I set about developing a new identity system and extending it across everything from retail environments and packaging to advertising and the Web.

And good, clean fun was had by all.