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. As part of their 2014 brand refresh, I produced this copy for their new landing page which accurately reflects the brand’s philosophy as outlined in their brand guide.
iHookup’s target market is comprised of males and females aged 24-40 with disposable income interested in casual dating. With the refresh, the brand wanted to shift the focus to attracting more females. The stakeholder expressed a concern regarding the accessibility of online dating for women, citing the open and fluid nature of online relationships, and safety and security as topics to address. To position iHookup as a tangible resource for casual relationships, I outlined the onsite experience into 3 steps. The copy here is playful and lighthearted, in alignment with the brand’s voice. We dedicated a panel to address any safety and security concerns by outlining methods of limiting profile accessibility, giving users a sense of control over their privacy.