FaithMate.com began last year and evolved into the top dating site for the urban faith community. From May to December of 2007, got traction fast, emerged rapidly and the brand dominated the category before the year end.
The typical creative solution would be to focus only on 20 something females to get lots of guys. I guess that is a way to do it. My preference was to develop a complete branding arsenal of over 45 elements that depict the full scope of our culture. The
images and messages spoke to young women to seniors, dark to lighter skinned women and compliment of hair facial features, etc. This branding effort was a complete joy to work on. The campaign developed included brand logo through magazine & newspaper advertising, print materials, video and radio commercials.
As I left the project, I named a new ezine, Utterance, that ushered in a new content development direction for the site.
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