Overview
Joe & Hailey is an AI-driven dating service designed for female users tired of the "disposable" nature of modern swiping culture. This campaign’s mission was to prove the brand’s core philosophy, defined in [Brand Book 2026: Beauty of Slow], through an authentic user narrative, building trust among a highly skeptical target demographic.
The Brand Foundation - The Palette of Slow Romance
Prior to execution, I helped establish the Brand Book 2026, which serves as the strategic North Star for all visual communication.
Brand Value: Embracing "Slowness" in a fast paced world. Creating an experience where meeting is slow, but the time spent together feels like it has stopped.
Visual System: Core Color 'Buttermilk' (#FFF1B5). A warm, sun kissed palette designed to replace the cold, digital feel of standard apps.
Core Logic: 'The Art of Slow.' A cinematic technique where the world moves in a motion blur, while the couple remains in a sharp, "Frozen Moment."
Photography Rule: 'Focus: Beyond the Face.' Prioritizing "Headless Cuts" and intimate details to shift focus from superficial judgment to genuine sincerity.
Inspired by the high-level design systems like Wieden+Kennedy’s Azar Brand Guide, I synthesized a distinct framework for Joe & Hailey. I adapted their rigorous structural approach to match our unique 'Beauty of Slow' philosophy, creating a tailor-made system that prioritizes human connection over digital speed.
The Challenge - Romance vs. The True Crime Aesthetic
The campaign centered on the 100% authentic story of Joe & Hailey, the app's first matched couple. However, we faced a critical constraint:
Roadblock: The couple refused to reveal their full faces. Standard anonymous interview techniques such as heavy shadows or blurring often result in a dark, "True Crime" documentary vibe. This was the polar opposite of the "fluttering romance" Joe & Hailey represents.
Goal: Apply the brand's 'Headless Cut' principle to protect privacy while maintaining a warm, intimate, and cinematic aesthetic.
Strategy & Creative - Prop Design as a Brand Shield
Through in-depth pre-interviews, I discovered a romantic hook: their first date was at a "Manhwa Cafe" (comic book cafe), where they were so absorbed in conversation they never even opened a book.
Creative Solution: I translated the brand’s 'Scrapbook Aesthetic' into physical assets.
Prop Design: I illustrated and designed physical "Joe & Hailey" branded book covers.
Action: By wrapping existing books with these custom covers, the couple could playfully hide their faces. This solved three problems at once: 1 Protecting talent privacy, 2 Circumventing IP/Copyright issues at the venue, and 3 Naturally integrating the brand characters into the real-world narrative.
Art Direction & Post Production - Visualizing "Frozen Time"
The visual guidelines from the Brand Book were strictly applied throughout the editing process.
Cinematic Vibe: Inspired by the intimate mise-en-scène of the dating show "Your Romance," I maximized the harmony between natural light and Buttermilk tones.
Typography: I utilized the brand's primary typeface, 'Sandoll CT Sans,' to deliver a sophisticated yet warm voice, paired with fast-paced layouts optimized for Gen Z.
The Contrast: To visualize the slogan "The world is fast, but I want our time to stand still," I used time-lapse effects for the background crowds while keeping the couple's interview shots still and vivid.
Reference Research & Visual Strategy
I extensively analyzed standard dating shows, but hiding faces instantly killed the romantic mood. To solve this, I studied various "anonymous interview" framing techniques. I drew heavy inspiration from the cinematic and intimate trailer of the GL (Girls' Love) dating show "Your Romance" (너의 연애). The goal was to maintain a dating-show vibe but elevate it with a cinematic, intimate aesthetic.
Unlike traditional tech guidelines, every element here (from the Buttermilk palette to the photography rules) was designed to visualize the feeling of 'time standing still' for our target audience. Defining the 'Headless Cut' photography rule allowed our marketing team to scale our content production while maintaining our unique cinematic identity.
Creative Problem Solving (Prop Design as a Shield)
To solve both the IP issue at the Manhwa Cafe and the need for "objects" to hide their faces, I came up with a unified solution: I illustrated and designed physical "Joe & Hailey" branded book covers. By wrapping existing books with these custom designs, the couple could playfully hide their faces behind our brand assets. This solved the copyright problem, protected their privacy, and naturally integrated the AI brand into the realworld narrative.
Post Production
I edited the raw footage into fast paced 15 second ads and carousel sets, pairing the warm, cinematic visuals with curiosity-inducing typography optimized for Gen Z.
Results & Impact
Consistent art direction rooted in brand philosophy successfully communicated authenticity over generic advertising.
User Growth: Joe & Hailey surpassed 1M MAU for the first time.
Viral Acquisition: The "Book Cafe" narrative resonated deeply with the 2535 female demographic, leading to a sustained upward trend in female user acquisition.
Efficiency & Engagement:
Achieved a highly efficient CPR of $7.0.
The primary interview asset recorded a Day 7 Retention Rate of 6.31%, more than double the industry average (1.5%–3%), proving explosive audience immersion.
"The moment data becomes romance isn't found in a cold algorithm, but in the warm, sincere details of a brand." This project proves that a Brand Guide is not just a document, it is a strategic tool that turns production limitations (like privacy concerns) into unique brand assets (like custom prop design).
Joe & Hailey Brand Book 2026 - full ver
