Culture&Theory to launch a new dating app
Tuesday 02 August 2022
A new dating app set to be launched next year has appointed Culture&Theory to develop its brand and fully integrated campaign.
The app will launch in February 2023 in the US, followed by the UK and Europe and aims to be a game-changer in the category, delivering an experience that avoids the typical pitfalls of dating apps with anti-ghosting features, first impressions reviews and zero tolerance for bad behaviour.
The client is the team behind another globally renowned dating app that has enjoyed phenomenal success since launch – now one of the top ten most downloaded apps in the world with more than 11 millions users – having carved out a differentiated positioning in the market.
Amy Frengley, Strategy Director of Culture&Theory says this is an opportunity to be part of creating a more empathetic experience for online daters.
“This new app offers bold redemption in a category where people are frankly fed up, and we couldn’t be more delighted to be working with Katie and the team.”
Katie Wilson, co-founder of the new app says Culture&Theory were the right people for the job because they understood what the team behind the app wanted to achieve and what users in this market are looking for.
“Their work creating the Buck and Tend brands and other digital natives showed us they know how to bring that vision to life through the brand experience in a powerful way.”
The appointment is the latest for Culture&Theory which has partnered with companies such as Fletcher Building, Tend, No Ugly, NZC, Westpac, CCEP, Tegel, Nestle, Integria Healthcare and Mercury and gathering three golds, three silvers and four bronzes at the International Transform Awards.