It’s The Little Things
2022 saw Paired launching its first and largest integrated online campaign, centred around its biggest seasonal holiday—Valentine’s Day.
Part aspirational, part educational, this campaign used the tagline ‘It’s the little things’ to leverage the Paired app for meaningful connection and conversation. We wanted to send the message that it’s all about giving ‘presence’ to your romantic partner vs giving gifts.
Utilising integrated messaging and visuals over organic social media, CRM, and paid ads, this campaign was a huge success.
2022 saw Paired launching its first and largest integrated online campaign, centred around its biggest seasonal holiday—Valentine’s Day.
Part aspirational, part educational, this campaign used the tagline ‘It’s the little things’ to leverage the Paired app for meaningful connection and conversation. We wanted to send the message that it’s all about giving ‘presence’ to your romantic partner vs giving gifts.
Utilising integrated messaging and visuals over organic social media, CRM, and paid ads, this campaign was a huge success.
Design, Campaign, Social, Strategy
Evolving Social
The social media landscape is ever-changing and ever evolving, forcing brands to constantly have their finger on the pulse to make sure their strategies are up-to-date and relevant for their audience.
For this project, I worked on our updated social media strategy, which centred around building community. We wanted to establish Paired as an authority in the relationship space content and discussion on social, Our Instagram page in an expert-led, safe space that allows followers to engage with each other and the brand.
This strategy involved using our unique Instagram learnings as a starting point, reflecting our unique in-app content, create talking points, and pull back from overt branding.
Below is a sample of several templates created for this project.
The social media landscape is ever-changing and ever evolving, forcing brands to constantly have their finger on the pulse to make sure their strategies are up-to-date and relevant for their audience.
For this project, I worked on our updated social media strategy, which centred around building community. We wanted to establish Paired as an authority in the relationship space content and discussion on social, Our Instagram page in an expert-led, safe space that allows followers to engage with each other and the brand.
This strategy involved using our unique Instagram learnings as a starting point, reflecting our unique in-app content, create talking points, and pull back from overt branding.
Below is a sample of several templates created for this project.
Design, Social, Strategy
Establishing A Paired Brand
When I joined Paired in 2022, my first project was to establish a set of brand guidelines—up until then, there was nothing in place for guidance around logo, colour, fonts, illustration, or even a cohesive message about Paired’s unique offering.
When I joined Paired in 2022, my first project was to establish a set of brand guidelines—up until then, there was nothing in place for guidance around logo, colour, fonts, illustration, or even a cohesive message about Paired’s unique offering.
Strategy, Design, Branding
The following are a few key pages from our guidelines document, first establishing what Paired is, including our mission, vision, and brand values. For this portion, I worked closely with key stakeholders in the company to establish our key messaging and brand voice.
I also provided updated guidance around logo usage, fonts, brand colours, and graphic elements for social and marketing.
These guidelines are still the core document referenced when creating new and branded work in the Paired app and in marketing materials.
Deliveroo Rebrand Launch
In 2016, Deliveroo completed a full rebrand headed by Design Studio and launched a bold new campaign in all its markets to show off its new identity and personality.
With bold photography and a new set of brand guidelines, I was given the task of designing the OOH advertising for the regional UK campaign. In contrast to the London market’s campaign, which used the headline ‘Only Awesome Food,’ the regional UK designs used the more educational ‘Awesome Food, Delivered.’ These designs included static images and animated LED screens.
In 2016, Deliveroo completed a full rebrand headed by Design Studio and launched a bold new campaign in all its markets to show off its new identity and personality.
With bold photography and a new set of brand guidelines, I was given the task of designing the OOH advertising for the regional UK campaign. In contrast to the London market’s campaign, which used the headline ‘Only Awesome Food,’ the regional UK designs used the more educational ‘Awesome Food, Delivered.’ These designs included static images and animated LED screens.
Design, Campaign, Production
Peach’s Fried Chicken Sandwiches
This project was in partnership with the Deliveroo Editions team, which sought to bring new and exciting restaurant brands into exclusive Deliveroo kitchens. Part of this process often involved creating a brand for these partnerships.
I worked on bringing the Peach’s brand to life through packaging, with strong hints at mid-century American design aesthetics and punchy, bright patterns.
This project was in partnership with the Deliveroo Editions team, which sought to bring new and exciting restaurant brands into exclusive Deliveroo kitchens. Part of this process often involved creating a brand for these partnerships.
I worked on bringing the Peach’s brand to life through packaging, with strong hints at mid-century American design aesthetics and punchy, bright patterns.
Art Direction, Design
