KNŌ

Knō (formerly TestyTest) is a safe-sex empowerment tool that seeks to normalize conversations around sexual health by making STI testing easy, accessible, and transparent.

The company makes it a breeze to understand your status with comprehensive at-home STD and STI testing kits. Users simply test, send their kits back to Knō, and log onto the app to review their results. Knō even offers users the option to add custom badges to their dating profiles to let potential partners know they’re up-to-date. 

The concept behind the product is simple: sex is a lot of fun and testing isn't. Throw in the awkwardness and stigma that comes with openly discussing sexual wellness in the age of online dating, and, frankly, testing can feel like a hassle at best—and uncomfortable at worst. Knō makes it possible to test at home, verify and share your status within the Knō app, and go forth swiping with confidence.

As one of three talented strategists on this project, I was tasked with mining the landscape for inspiration and opportunities for ​​differentiation, beginning by conducting comprehensive market research and detailed stakeholder interviews. Understanding how our society feels about such a sensitive topic was paramount to building a visual and verbal identity that established trust—specifically with the demo of sexually active, safety-conscious young adults we were targeting.

I played a key role in defining the brand’s early positioning and messaging work. During an intensive brand sprint in NYC, I stood with the strategy team to pitch and establish the core pillars on which to build the brand’s foundation. These pillars—secure, honest, flirty, and affirming—provided invaluable guidance throughout the accelerated workshops that followed, which were dedicated to naming the company and shaping the brand identity statement.

While our namestorm netted options that ranged from the literal to the abstract, Knō came out on top. It’s clever and versatile—and most importantly to the client—functions as both a noun and verb. Knō can be used phonetically to denote “know,” and its spelling and use of the macron makes it feel unique and branded, spotlighting the idea that it’s better to knō(w) your status and your partner’s.

With the groundwork finally laid, I enjoyed collaborating closely with the Big Human design team to craft brand manifestos and strategic language that ultimately shaped Knō's final brand identity. Check it out here.

Roles:
-Research
-Naming
-Positioning
-Messaging
-Brand Guidelines

Agency: Big Human