iHookup is a casual dating brand that is centred on the hook up. It is a trifecta of championing sexual chemistry, forming casual connections, and empowering female dating members to be as bold as they want to be in a safe environment. This the brand guide I worked on for them.
The brand guide’s target audience is comprised of affiliates, online marketers, and sales. The document had to capture the warm, naturally flirty, easy going tone of the brand while maintaining an authoritative stance on how brand elements can be used.
I worked closely with the product owner to develop the personas for this brand, as well as a new tagline: Sparks fly. The tagline embodies the precise moment and feeling that iHookup users are looking for. Keeping in mind that the brand will only be marketed online, I worked with the lead designer to determine which topics we needed to cover in the guide. The result is a comprehensive guide on the ways the brand can be represented, which heavily shaped the way we refreshed their landing page.