Feely
According to the OCU*, 41% of dating app users feel more comfortable flirting with people they already know in real life. The reality is 25% of users have come across suspicious profiles with fake identities and find it hard to trust dating apps. Four entrepreneurs saw an opportunity to change this and launched the first-ever #Fairplaydating app: Feely. Designed to safely flirt (or whatever you’re looking for) with the people in your contact list or total strangers. Your profile remains anonymous until you match with someone, conversations are automatically deleted within seconds and unsolicited pics or cheeky moves are instantly reported.
It’s been a pleasure to brand Feely from the ground up. I was in charge of naming the apps’ modes, writing the in-app copy to set the brand’s tone of voice, developing content for the brand’s Instagram page and launching the brand’s campaign ‘Nice to Feely you’ on social media.
NAMING
With Feely you can choose to sync your contact list to the app and hook up with someone you know or connect with random profiles using location-based technology. We needed to come up with a name that highlighted the benefits of using each mode. That’s how I came up with ‘Crush mode’ and ‘Spicy mode’. The first one taps into the curiosity of finding out if the person you like likes you back. The second one captures that tingly feeling you get when meeting new people.
APP EXPERIENCE
Feely views flirting as a fun form of self-expression and has a friendly, playful, upbeat and clear tone, which I kept in mind when writing the mobile notifications and in-app messages. However, the brand’s tone is not naive nor bold and does not lend itself to sarcasm, irony and cheap jokes.
HELLO WORLD!
Feely existed and the world had to know. We set up an Instagram business account, with a clear and catchy bio and created organic and paid content posts to share Feely’s view on online dating, showcase the apps’ main features (anonymity, auto-delete, screenshot reporting,...) and inspire people to connect more deeply with the brand’s take on online dating. We played on the expression ‘Nice to meet you’ to present Feely to the world with the concept: ‘Nice to Feely you’.
Project: Feely
Agency: Unfolding Wings
Copywriting: Enya Murphy
Art Direction: Paula Ramisa