FROM RAUNCHY STOCK PHOTOS TO REAL AND FRIENDLY
_Establish a full set of brand guidelines to ensure Zoosk is telling a cohesive story
_Design branded and targeted marketing creative across various channels that exceed business goals
"Love does not come first. First comes like."
Zoosk's approach to online dating focuses on finding someone you genuinely like, without the pressure of high expectations like marriage. We've lowered the barrier and made dating more inviting and easy to start. This translates into an approachable brand that uses light humor in commercials to smiley and enticing online ads and friendly user photos.
It was my team's job to carry out the rebranding effort across all Zoosk creative. We were to clean up Zoosk's past brand that relied on Facebook, used risqué stock photos of women, and had no defined identity.
Working as one of 2 designers on a team of marketing and brand managers, I established and designed our brand guidelines that drove all customer-facing marketing creative, including online direct response ads, social media, PR, direct mail, videos, commercials, and landing pages. This effort repositioned Zoosk as a reliable and genuine online dating app, resulting in increased follower counts, conversion rates, and brand awareness.
Check out Zoosk's product designs here.