Paloma, a modern dating platform backed by a16z and WME, needed a brand voice that reflected its mission: deeper, more intentional connections. Their early messaging felt indistinct and too similar to other players in the space. I partnered with the team to build a tone of voice, user personas, and copy across key surfaces to help them better express who they are — and why they’re different.

User Research & Personas - Developed 4 detailed user personas based on relationship goals and communication preferences

Competitive Voice Analysis - Mapped competitor messaging to identify white space for Paloma's unique voice

Brand Voice Development - Created comprehensive tone attributes and voice guidelines with do's/don'ts, style guide, writing tips, and editing tips

Landing Page Strategy - Wrote conversion-focused copy that demonstrates the brand voice in action

Application Flow Copy - Developed user-friendly copy for the multi-step application process

Elevator Pitch & Boilerplate Copy - Wrote the official boilerplate and elevator pitch for use across press and fundraising materials

📚 Brand tone & voice guide

🧠 Messaging framework (boilerplate + elevator pitch)

👤 4 detailed customer personas

✍️ UX + marketing copy for homepage, onboarding, and membership flows

Complete brand voice system with 4 user personas

Sophisticated landing page copy that converts visitors to members

Clear application flow that reduced drop-off rates

Voice guidelines the team actually uses across all communications