SAXX changed men’s underwear forever with a supportive yet comfortable pouch for people with male anatomy. Like many brands, they knew what they did, but struggled to know who they were. GFC’s task was to create an evergreen brand platform with relevance, resonance, and cajones. Through deep brand work, we discovered the uniqueness of their corporate culture: their obsession in solving the universal physical discomforts all men experience (with their balls). Yes, it’s absurd. Yes, it’s memorable. Yes, it worked – from a new brand standards manual, to product launches, to technology naming, to social commerce and beyond.