Dovey Rebrand
22squared's sister company, Dentro, decided to have a week-long contest to help start-ups get professional makeovers. We had less than one week to rebrand and relaunch a start-up brand previously known as LDR Dates.
LDR Dates was a platform for long-distance couples to go on virtual dates. We repositioned them to be for any couple that wants to reconnect and has an affinity for online spaces. We named the company Dovey and gave it an entirely new look and feel.
We won the contest. But the real prize was getting to elevate a brand with a unique product that people loved.
WE TOOK THEM FROM THIS…
TO THIS ✨
We gave ’em a voice.
New look, who dis?
Leveled-Up Love
Campaign Launch
How many couples could say they’ve played truth or dare in space?
The couples who use our platform get to go on all kinds of dates that other couples don’t. They get to know each other on a deeper level with a different adventure every month.
And while their dates are leveling up, so is their relationship.
They’re making time for each other. They’re opening up to each other. They get to play together. So if you don’t still play with your S/O, well, maybe you need to level up your dates and do a Dovey too.
Leveled-up IRL
For the 14 days leading up to Valentine’s Day, we will ask questions and facilitate games on our Discord channel. Whoever engages the most will win the grand prize of a plane ticket to visit their significant other—wherever you are in the world, no questions asked.
Partner with Twitch streamers and have them stream their virtual date experience.
r/relationships counseling
Reddit’s relationship advice subreddit is known for being a less-than-ideal place to talk about love.
Dovey will level it up by sponsoring a licensed relationship counselor to do an AMA every week.
Click here to see the full deck.
ACD Art Director: Eduarda Castro
Art Director: Austin Anglin
Here’s what we accomplished in seven days:
LDR Dates is now Dovey. We gave them a fresh, more modern brand name that better represents the product usage and their long-term goals.
We developed an entirely new visual identity that will attract new virtual couples looking to go on dates.
We did the research and outlined a new positioning and communication strategy that will result in more membership sign-ups and completed dates.
We have laid out a plan for how to keep growing the business for years to come.
We made two cool new friends, Dave and Bradley :)
”YO Team Dovey! Hope you all are doing well. Wanted to take a moment to give you an update on dovey.
[We’ve seen a] 212% month over month growth since we launched dovey.
Couples are sharing their dates across socials, suggesting dovey to other couples on tiktok, and writing about us on reddit. The community flywheel is really starting to spin!!
Valentines day alone, we did over 1350 dates. Which is about our total date count as LDR Dates.
Once again, huge props to you all for building an incredible identity and plan for us.”
A message Dave sent us a couple of months after launching