ManServants: Rebrand
The Gaze of the Ladies of Leisure.
Eight years into building ManServants, and in a post-#MeToo landscape, the brand no longer reflected what we wanted to center on. The focus had drifted toward the men themselves, when the original point was always the opposite.
The rebrand repositioned ManServants through the gaze of the “ladies of leisure”: confident, irreverent, and in control. The fantasy shifted from service as spectacle to pleasure as authorship.
I led creative direction and authored copy across all brand touchpoints.
Photography:
To bring the rebrand to life, we commissioned photographer Ali Mitton to frame the women as modern goddesses. The goal was to make the fantasy feel less aspirational and more embodied.
Instagram Community Building:
We shifted from promotion to a feedback loop, using prompts, green flags, and lessons in partnership to engage with our community. In the process, we built a living archive of their nonsexual fantasies, translating them into content that reflected how people actually wanted to be treated.
Short-Form Vignettes: We created a series of short-form videos to accompany the web relaunch and introduce the new ManServants world. Shot in the same visual language as the campaign, these moments grounded the fantasy in everyday life.
As demand for the Signature Service grew, the website needed to evolve. Early bookings required education and a bespoke back-and-forth process. Over time, users arrived already understanding the fantasy. They wanted clarity, options, and speed.
I led the UX and copy overhaul of the site and booking flow to support a more streamlined service model.
Rolling Papers by ManServants x Papers + Ink Studio: Inspired by client requests, we developed a physical product that extended the fantasy beyond the service itself. Printed with affirmations like "Rolled by my ManServant,” the rolling papers turned adoration into something tangible and giftable.
Brand Merch: We extended the ManServants world through language-led objects designed for everyday life. T-shirts featured the declaration: "Where’s my ManServant?" while a canvas tote, printed with "Carry her bags / Carry her mental load," translated the brand’s cultural commentary into something wearable.
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