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  1. 2020


The Guardian Soulmates – Dating with a two track mind

Category:18. Writing For Design

Client:The Guardian Soulmates


Guardian Soulmates isn’t like other dating sites. 

And against the well endowed budgets of data-driven matchmakers and hook-up sites it was struggling to get noticed.

So how did we turn our target audience on? 


By creating a perfect ménage a trois of copy, design and brand.


With simple, bold and iconic Guardian typography we took innuendoes that initially appealed to the groin but – by using the Guardian’s gift for words – showed that they had an equal (indeed greater) appeal to the brain.

This gave us headlines with stopping power like SHAG… 

But immediately supported by the essential ‘Guardian element’ that explained ‘shag’ was actually a bird spotted while bird watching. Just the sort of date Guardian readers appreciate.

The work went down brilliantly, with sign-ups increasing by 33% as more and more Guardian readers found their Soulmates - and their happy endings.