A woman with shoulder-length blonde hair wearing a black long-sleeve top, standing in front of a white background with the text "Jocelyn Kelly" in large black and teal letters.

SHOWCASE

Logo of a stylized angry gorilla head with a pink face and black outline, wearing headphones, next to the text NipStyx.
Three logo designs for 'Nipstyx' with different backgrounds and styles.
NipStyx Collection of six cartoon gorilla logos in various styles and color schemes, with text labels indicating each logo's style and background color, including white, pink, dark, grey scale, mono black, and mono white.
NipStyx logo for product range with Shields in the background, alternating colors of purple, blue, green, pink, orange.
A large crowd of people participating in a marathon or running event on a city street, with red flags displaying Nike logos and pacing time markers, surrounded by trees and traffic signals.
NipStyx A colorful infographic explaining the features and benefits of NipStyx, a reusable nipple armor for runners, with images of the product, a person tying shoelaces, and illustrations of customization options.
Six icons with text describing product features: 1) Moisture wicking with water drops, 2) Flexible soft silicone with wavy line, 3) Stops the friction with a flame going over a bar, 4) Skin safe formula with a razor blade, 5) In team colours with a wrapped bar, 6) Niptyx is reusable with a recycling symbol.
Infographic comparing NipStyx product to Band-Aid, Body Glide, and Vaseline. It highlights that NipStyx is purpose-built with nipple protectors, lasts 6 months, is reusable, has performance venting, sticks without removing hair, and uses hygenic medical grade silicone.
NipStyx icons representing tier levels, including a snowflake, right arrow, text 'Icons for Tier Levels', another arrow, and a climbing symbol with a heart.

SOCIAL & AI

I began building early sizzle with the running community through two social feeds @nipstyx_ and @runningwithdonuts, creating pre launch content that teased pre sales, sparked conversation and started building trust before product release. I combined traditional video editing with AI generated video to move fast and test ideas, including a competition earlier this year. The standout win was a recent AI led creation using NanoBanana which organically reached over 800k views, validating both the brand tone and the power of AI driven content to generate momentum and community traction at scale.

NipSty socials of an Instagram reel showing a person dressed as a dinosaur running in a marathon, with the caption "Physio said to tape everything that hurts..." over the video. Surrounding screens display various Instagram analytics and profiles.

SOFT LAUNCH & MERCH

As a Founder from RMIT Activator LaunchHUB #18, I led NipStyx through a considered soft launch focused on visibility, credibility and community connection. I designed and produced a full suite of branded launch assets including packaging, starter kits, t shirts, a branded carry case and custom compression arms. Each item was created to function both as product support and brand storytelling, allowing NipStyx to show up consistently at training sessions, events and early activations while building recognition ahead of full market launch.

Black T-shirt with the NipStyx logo and white text reading 'NipStyX' on the front, the back has white text saying 'UNSTOPPABLE,' and the inside label indicates size XL.
Jo Kelly smiling and holding a microphone on stage, wearing a black NipStyx T-shirt in front of a black curtain.
A hand holding a round, white, ventilated plastic disk against a white background.
Jo Kelly at NipStyx presentation on a stage in front of a projection screen with a colorful logo and text, in front of an audience seated in a theater or auditorium.
NipStyx pack - A small black bag with a NipStyx logo, two nipple shields, and a tube of GluStyx adhesive.
NipStyx Black silicone carry case with a gorilla face logo on the front and a wrist strap.
NipStyx Black compression arm sleeve with the words UNSTOPPABLE and a Red and white logo, and a limited edition label
A stylized cartoon gorilla mascot with a pink face and black outlines, wearing a shield-shaped background with light blue accents, and the text 'NipStyx' below.

SITUATION

Nipple chafing is one of the most common and painful issues in endurance sport, yet it has long been treated as something athletes simply endure in silence. Existing solutions are inconvenient and single use, with no brand addressing the problem openly or effectively. I set out to design a smarter reusable solution that speaks to athletes with confidence and validates a pain point that has been ignored for too long.

ACTION

I led NipStyx end to end from concept through to execution. This started with shaping the prototype, concept and ended with art direction for completion of the logo and branding. This included product ideation and prototyping, naming and brand identity, tone of voice, packaging, user testing, pitch decks and go to market assets. Every decision was made to ensure the brand felt bold practical and unapologetically athlete focused, designed to perform under pressure and stand out in a crowded category.

RESULT

NipStyx has gained the attention of both the Australian Pace Team and the Melbourne Marathon Spartans who are test-running our beta, helping us perfect the product before our official launch. The branding, mascot and message are all receiving positive feedback as distinctively athlete and loved for it’s humour and strong brand recognition which is a clear differentiation in the growing running community. This project demonstrates my ability to turn an overlooked problem into a clear, confident product which meets a strong need and demand and craft a brand with commercial potential, from strategy, through to supply chain and execution.