Surf
A new wave of dating.
RoleStrategy, Copywriting
ScopeRebrand
I collaborated with STOODIOOS on this rebrand + launch campaign project.
Surf is not just another dating app—it’s a movement. We set out to redefine what dating feels like in the modern age, bringing authenticity, excitement, and real connections back into focus. The challenge? Compete in a crowded space where superficial swipes and fleeting connections dominate. The solution? A bold, fresh brand strategy, verbal, and visual identity that captures the thrill of meaningful moments while cutting through the noise of the typical dating app experience.
Basically, we transformed this dating app brand from lame sauce to awesome sauce.
Find someone who can match your freak
Where dating feels real again
Remember the thrill of catching someone's eye across a room, a chance conversation at a friend's party, or a spontaneous meet-up on a summer rooftop? SURF is here to bring that excitement back with a grid UX hyper-focused on real connections through verified profiles and mutual friends, creating the ultimate dating community based on shared interests.
Surf is built on one clear idea: keep dating real. I chatted with the singles close to me—friends, acquaintances, anyone willing to vent about modern dating frustrations—and realized that authenticity was the one thing everyone was craving. That insight became our north star throughout the project. From there, I was able to craft a positioning that resonates deeply with our core audience, the Genuine Connectors—singles seeking authenticity, trust, and genuine experiences in a sea of inauthentic options.
The era of swiping and ghosting is over
Dating app users crave real connections whether they’re looking for a hook up, meet up, or long-term link up. So, I knew right away that Surf’s tone of voice needed to feel as genuine as the people using it. Think: the perfect mix of playful, compelling, and conversational.
Inspired by the name, I leaned into the idea of “riding the wave”—celebrating the ups and downs of dating while also making it clear that Surf is here to shake up the dating scene with a fresh, exciting approach.
Surf now sounds like a friend who’s got your back and knows how to keep things interesting.
Messaging Themes:
Rediscovering Romance: We brought back the thrill of those spontaneous, real-life encounters—a spark at a party, locking eyes across a room, that kind of thing.
Authenticity First: “Verified profiles. Real connections.” A simple but powerful promise that sets Surf apart.
Excitement of Discovery: We ditched the monotonous swiping and leaned into messaging that made every interaction feel meaningful.
If You Surf You Know
Matches that pass the vibe check
Looking for your person?
They’re on Surf.
Surf didn’t just launch—it made waves
Storytelling amplified across app, social, and PR celebrated Surf as the most efficient way to date, period. I infused everything from web language and social posts to in-app queues with a light-hearted and laid-back energy matching that of your modern-day wingman— charistmatic, a little cheeky, but always grounded in honesty.
For their launch, Surf took things offline with meet-ups and activations that brought people together IRL. This reinforced the idea that Surf isn’t just an app; it’s a community.
Dating should be fun— with us, it is
Single?
You can check out the app and surf for someone special.
Deliverables
Brand Concept
Brand Strategy
Brand Language/Copy
Contracted By