360 CREATIVES
for pure
CLIENT HIGHLIGHT
CLIENT HIGHLIGHT
TOV, marketing copy & product copy for Pure
Sex positive dating app Pure needed a new voice. So I got to work constructing the perfect tone of voice that set them apart in a saturated dating app market.
Once the voice was set in stone, Pure needed ongoing copy services for their 360 marketing campaigns in French and English, as well as product copy. I joined the Pure team for a year and brought in a translator from my agency Spice Creative to grow the brand’s platforms in the UK, US, France, and Germany.
Some Pure projects were so in-depth (and fun!) they needed their own page. Also see:
Pure Paris out of home campaign
How we helped:
Tone of voice development
Performance copywriting
360 marketing copy from socials to emails and out of home.
UX copy, in-app copy plus push notifications, in-app messages and more product copy.
Working closely with design team to develop intentional imagery and complete post-design copy quality assessments.
PR copywriting
Blog copywriting
Scriptwriting and narrative direction for video content.
Copy and narrative support for brand collaborations.
Sourcing and managing copywriters for translation.
A colorful cartoon illustration with the text 'Pure Wanna Send a Pic? This is How to Do It Safely' and a drawing of a bird with a camera face, a barcode on its head, and a colorful beak.
A cartoon illustration of a printer with a paper being ejected and flames, accompanied by text that says, 'There's nothing wrong with sending spicy consensual pics. But ask the person if they want to see it before you click send.' The background is purple, and the image promotes respectful sharing of intimate images.
A digital illustration promoting art-inspired lighting with a purple background. Features a drawing of a woman with flowing hair and a seashell, surrounded by butterflies and clouds. Text encourages getting artsy with bonus points for mood lighting.
A promotional graphic with a purple background and black text advising to use a dating app like Pure for security, with a photo of a woman on a smartphone screen and additional handwritten-style text mentioning Pure App.
A digital graphic promoting security in messaging apps, showing a fake phone screen with a missed call, a destroyed photo, and a conversation with a user named Ardent Apollo, set against a lavender background with instructions not to screenshot chats or pictures.
A purple background with white and black text promoting the Pure app, featuring a stylized black and white bull skull with snowflake markings and surrounded by flame-like shapes and ice cubes.
Graphic with purple background and white text promoting ice cubes, featuring a cartoon ice cube and a smiling illustrated refrigerator.
Instructions on how to use an ice cube and water for lip and skin care, including run an ice cube along partner's neck or thighs, hold ice in mouth before kissing, drip ice water onto skin, and alternate between hot and cold sensations.
A cartoon illustration of a snake with a human face, wearing a snake skin hat, against a purple patterned background with pink and purple text that reads, 'Comment explorer une nouvelle envie'. Below, smaller text reads, 'Pure App'.
A bed with light blue sheets and a white pillow with a graphic of a condom and the words "Sex is pure". Purple text over the bed reads "Desire with Pur*e" and "Dream with Merys".
An illustrated infographic explaining the concept of sex positivity, with a purple background, moon and star motifs, and cartoon characters including a leopard print creature, a person with three eyes and a pink heart, and a person with short hair. The text describes sex positivity as more than just sexual acts, emphasizing a positive attitude towards sexuality, and notes that the label is often misunderstood.
Black background with purple text asking "What do you think of one penis policies?" and cartoon characters riding a banana, one holding a microphone and the other looking through a telescope, with a note "Presented by Pure Dating App" at the bottom.
A woman with red hair and makeup holding a vintage hand mirror with a gold ornate frame, reflecting her face. The background features a blue patterned wallpaper. Text overlays say, "Fancy getting it on in the mirror?" and "We've got tips."
Colorful skyline illustration of London landmarks on black background with text about LGBTQ friendly dating spots and dating etiquette, presented by Pure Dating App.
A playful illustration of a head with eyes, a bow, and hair made of curls, set against a purple wavy background. The photo includes the text 'Bald, Bushy or In Between - What's Your Vibe?' and the logo 'Pure App' at the bottom.
A mirror illustration with a quote: "The best S*X toy is something you already own." A decorative mirror with a floral frame is centered, with wavy purple lines radiating from behind it. The background has a pink and purple gradient, and additional text beneath the mirror reads: "Pure's in-house S*X expert shares a go-to tip for better, more exciting S*X."
