Dating anti-app branding, content strategy, and copywriting

Just another dating app? Why should anyone care? And what makes this one different? These are the questions investors were asking—and consumers are likely to be thinking the same.

CardDate was designed as a novel dating tool: a simple, safe, standout way to meet and connect with others. As a brand-new product / service, we needed a way to effectively communicate to potential users what it is, develop a distinct brand on a limited budget, and differentiate it in an already saturated market. It was my job to figure these things out as a one-person team.

Using available public data and personal anecdotes of traditional dating app users, we identified the common pain points. Next, I examined peer-reviewed research on human dating behavior. It became clear that what users needed was a safe and natural way to meet people and form quality relationships.

With limited resources and a product that wasn't completely ready yet, I was tasked with creating content in preparation for a live event where the creator was planning to promote the product. I created content for the website (homepage, about, safety, faqs, support), planned and published three blog posts, and planned and published social media content.

By developing a distinct brand and creating quality content to support that brand, the creators were able to win 86 social media followers as well as 34 initial signups during a small live event with no prior or additional marketing or promotional efforts. Unfortunately, due to external factors, the official launch of the product was placed on hold, but when they prepare to resume, they have a clear brand and USP thanks to my work.