WMH&I, the branding agency that uses the Power of Creativity to create meaning, is behind a multi-sensory new brand identity for London-based dominatrix Jane Grey.

The branding project, led by WMH&I, brings strategic and creative rigour to a category that, although very competitive, is usually characterised by clichés and reductive visual language.

WMH&I applied the same strategic rigour they do with other brands, be it a high-end whiskey or a family-owned frozen seafood processor: deep immersion into the category and the customer through testimonials, competitor analysis, and, in this case, peer-reviewed psychosexual research.

WMH&I were able to uncover a profound insight into the behaviour of sexually submissive men; whilst some men submit as humiliation, the Jane Grey client submits as an act of self actualisation. They become their truest self when guided by the expert and unwavering hand of Jane Grey. Leading to the new brand positioning “Bound by Jane – Relinquish yourself to the will of Jane Grey’s way”

To be “Bound by Jane” is not to be physically restrained, but to surrender to her psychological pull. So rather than defaulting to tired tropes of leather and corsets, the new identity expresses Jane Grey’s work as intelligent, sophisticated, and deeply emotional. The new brand is firmly grounded in psychological control, rather than mere physical restraint.

At the heart of the new branding toolkit is a set of “binds” – strings of text capturing commands issued by Jane, such as “Surrender to me” and “Step into my world”. These appear in social media assets used by Jane on her social channels, and in an immersive audio experience featuring Jane’s voice.

The idea is carried through to the website navigation, where the usual terminology like “Gallery” and “Contact” becomes a behavioural instruction, such as “Behold me” and “Surrender to me”.

WHM&I has also created a monogram for Jane as a minimalist brand mark. This appears on digital assets and across personalised props she uses in her work, from binding tape and the gusset of tights worn by clients who submit by cross dressing, to a stamp that allows Jane to leave her mark – literally – on bodies at the high-end parties she hosts.

To complete the multi-sensory experience of the brand, WMH&I and Jane are developing a bespoke fragrance for use during sessions. Encased in shrink wrap, a deliberate gesture of control. The fragrance is a privilege earned by Jane’s subs to remain enveloped in her presence long after a session has ended.

Jane and her team will continue to expand the suite of “binds” over time thanks to a proprietary tool built by WHM&I.