While sending nudes is nothing new, doing so without widespread societal disdain is a more recent (and welcomed) mindset. As the sharing of nudes has become more accepted in our modern era, the desire to do so safely and securely has increased along with it. The new app Linq identified this need and filled the void.
Linq is a privacy technology platform that’s tackling revenge porn and sextortion by giving users control over their intimate content. It empowers users to grant and revoke access to their private photos, so they’re always in control. While a fellow user has access to a photo, only they can open it, and screenshots are blocked by default. Linq is also developing a technology that will prevent someone from taking a photo of the screen altogether, or even showing it to someone else.
Linq’s branding needed to thread the tonal needle of security and trustworthiness, while maintaining warmth and sensuality. To achieve this, the app turned to London-based creative agency Wildish & Co., which met the challenge head-on. The team conducted a four-month-long brand development process that included in-person user-testing workshops, which facilitated real-time feedback and iteration. This collaborative and data-driven approach, with visual concepts validated by real users, ensured the brand would resonate in practice, not just in theory.
To learn more about the unique challenges posed by creating a brand for an app of this sensitive nature, we asked Wildish & Co. designer Lucy Laughland a few questions. Her answers are below.
What was the brief Linq presented to Wildish & Co. for the brand?
Built around the existing brand idea of “practice safe sext,” Linq tasked us with developing a visual identity that balanced feelings of safety and security with a sense of intrigue and intimacy. As an app designed for sharing sexual photos, it was crucial to evoke excitement and curiosity in users, while carefully steering clear of anything that felt overly provocative or seedy. This balance was particularly important in the photographic direction, where subtlety, trust, and discretion had to shine through without compromising the brand’s playful edge.
We began with an immersive workshop to explore a spectrum of creative directions, ranging from the refined, polished feel of the “clean girl” aesthetic to a more rebellious, provocative expression.
What was your team’s development process like for this project?
We began with an immersive workshop to explore a spectrum of creative directions, ranging from the refined, polished feel of the “clean girl” aesthetic to a more rebellious, provocative expression. These initial territories were mapped along a sliding scale, each one led by iconic pop culture figures to help us assess how soft or gritty the brand could or should feel.
Building on these foundations, we moved into concept development, supported by extensive usability testing with the target audience. The focus of the testing was predominantly on the imagery, experimenting with everything from close-up, intimate photography to more abstract, blurred visuals. Our aim was to strike the right balance between trust, security, and intrigue, while grounding the brand in a sense of authenticity. It needed to feel real, relatable, and resonate with the audience; gritty, but never off-putting.
What are some of the key considerations for creating standout brands in sensitive categories like this?
What’s considered acceptable for one demographic can be taboo for another, especially when working across a spectrum as diverse as Linq, from gay men to young single women, to members of the fetish and kink scenes. This made it essential to test every brand element rigorously across these distinct user groups.
Interestingly, the final visual identity, anchored in warm, sensual gradients and intimate, emotionally resonant imagery, struck a chord across all demographics. Its success lies in a nuanced understanding of the emotional and sensitive context we were designing for. We were entering an intensely personal space, so trust, safety, and a sense of user control had to lead every decision.
Equally vital was ensuring inclusivity wasn’t an afterthought but built into every touchpoint, from the photography and color palette to language and tone. The result was a brand that can meet users where they are, with respect, empathy, and confidence.
How do you inject humanization and approachability into the design of categories like consent/privacy-tech?
It’s important to strike a careful balance between warmth and clarity, emotion and control. Spaces like privacy tech can often feel cold, clinical, or even intimidating, so our goal was to bridge the gap between security and trust, making the experience feel both safe and emotionally resonant. Since conversations around privacy often focus on what users can’t do, we consciously shifted the narrative to one of empowerment and autonomy. The visual design played a crucial role in achieving this. The color palette, featuring warm, sunset-inspired hues of red, pink, and orange, alongside the sensual gradients, helped soften the interface and counter any sterile and overly technical feeling.
Complementing this, the use of intimate and emotionally rich photography ensured that the product felt deeply human. It signaled that this wasn’t just a piece of tech; it was a tool designed for real people.
What aspect of this rebrand are you proudest of?
I’m proudest of creating a brand that truly resonates with the intended audiences, not just one that looks visually appealing. We struck a carefully considered balance between sophistication, approachability, and a sense of security, while also evoking intimacy, grit, and excitement. It’s a nuanced identity that connects emotionally and strategically, something that looks great, but more importantly, feels right to the people it’s meant for.
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