Challenge:
Developing a brand strategy for a new dating application centred on eliminating digital filters and edited photos. The goal is to create an inviting and easily accessible platform. The client has expressed interest in naming it "Catfish Crush."
Solution:
Initiating the brand design process, I persuaded the client to reconsider the name "Catfish Crush" due to its potential negative connotations associated with catfishing. Instead, I proposed "Crush," a versatile option that captures both the essence of overcoming filters and the romantic aspect of developing a crush on someone. Additionally, I suggested the strapline "Unfiltered Love," aligning with the app's focus on removing filters while conveying the notion of discovering genuine love on the platform.
