ProHoe

The ProHoe brand exists to decolonize sexuality. ProHoe gives people the tools and space to explore their sexuality without shame. Prohoe founder, Penda N’diaye, writes sex positive colums for The Cut, Goop, Vice and more. She hosts workshops on decolonizing sexuality and is in first rounds of VC funding for a sexual pleasure product line.

ProHoe’s audience consists of women of color who are looking for a sex educator to help them destigmatize their sexuality.

Role - Senior Graphic Designer + Strategist 

    Lead Creative Strategy
    Brand Identity

Brand Identity

In the rebranding project at Antidote Agency, we focused on creating a brand that felt liberated, honest and thought-provoking. Drawing inspiration from the indigenous practices of ancestors across the Global South, we wanted to give ProHoe a brand that exuded power, fluidity and autonomous action.

Our mission was to give ProHoe a branding experience that made the audience feel honored and embraced as they explore their sexuality without shame.

Creative Strategy

The “power O” logomark plays on the concept of the power button, which consists of the 1 and O representing the “on and off” switches. This nods to the work that ProHoe does to destigmatize the orgasm.

The Challenge

As ProHoe challenges outdated social norms and ideas, so too does the logomark -- especially when it comes to what may turn someone on or off. To deeply integrate the ancient symbolism motif into the ProHoe design system, we developed four specific icons to symbolize the key brand values. The graphic language was inspired by the adinkra symbols of the Akan people of Ghana.

Pro Hoe uses the symbols as a way to express our core values.

The color palette has a retro feel. This allows us to evoke feelings of nostalgia in our audience so they can further embrace and reconnect to traditional practices.

Products

ProHoe will be expanding into a pleasure product line! We’re excited about the future of the company and for the brand identity to be applied to various packaging for beauty and pleasure products. The graphic language will allow the brand to group products through the brand symbols and deeply integrate the company values into product development.