Framing Brand Voice

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Establishing a brand voice is the first step in my content design process.

To start, I would choose three to five words as the beacon for all contents in a brand.

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Honeydew is a dating + social app which pairs users according to their Myers-Briggs Personality Type.

As its sole UX writer, I initiated discussions with stakeholders (the founder, the engineers, and a designer) on setting a few terms for our brand voice, as a guidance for product content.

We settled on three terms:

Compatible, Vibrant, Dependable

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I. Compatible

Undoubtedly, this was the most prominent idea in Honeydew’s content. Our core product categorized users by a personality test, and showed them candidates with compatible personalities.

The idea of compatible personalities was incorporated into every element of the design. We displayed the user’s personality qualifier as a tag next to their name. The word was also embedded in all of our long-term contents.

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II. Vibrant

This was embodied less by words, but by our color palette and iconography.

The vibrant aspect of Honeydew was about creating an engaging and lively user experience. Our design choices, from the bright and inviting color scheme to the playful icons, were all aimed at making users feel energized and excited to continue their conversations.

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III. Dependable

This was hand in hand with another Honeydew feature.

While services such as espoused the slogan “the dating app designed to be deleted,” Honeydew was designed as an app to be kept installed.

With Pair Mode, our app aimed to facilitate long-term relationships. We gave space and reason for partners to interact within the app, long after they matched with each other. The service we provided needed to be consistent, secure, and dependable.

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