Building the Paired brand with expertise
Role
Brand Design Lead
Services
Creative Direction, Brand Design, Social Media Design
Strengthening Relationships Through the Paired x Parents Campaign
The Problem
Becoming a parent is one of the most significant life changes a person can experience—not only does it bring the responsibility of caring for a new little human, but it also introduces new challenges in a relationship. To better understand this impact, we surveyed over 6,000 parents about their relationship satisfaction. The results were clear: parenting often puts a strain on relationships, with only 36% of respondents saying it had a positive impact. However, the happiest couples were those who communicated regularly, reinforcing the importance of daily connection.
The Solution
With these insights in mind, I led the creative development of a social campaign focused on awareness and relationship strain.
We leveraged our survey findings to craft messaging that resonated with parents, emphasizing the importance of communication in maintaining a strong relationship. I designed a series of posts and stories that offered actionable advice, conversation starters, and relatable insights to help parents reconnect.
We also wanted to bring parents together and encourage them to prioritize their relationship through daily check-ins. By highlighting the power of communication and the link between connection and relationship satisfaction, the campaign aimed to offer both reassurance and actionable steps for parents navigating this new chapter.
The Outcome
The Paired x Parents campaign successfully raised awareness about the importance of communication in relationships post-parenthood. Through a strategic blend of research, storytelling, and actionable content, the campaign empowered parents to strengthen their relationships while navigating the challenges of parenthood.
Role
Brand Design Lead
Services
Creative Direction, Brand Design, Social Media Design, Illustration
New Years Check-In
Using the New Year as a strategic moment, and building on the growing interest in relationship check-ins, this campaign leveraged the virality of an in-house ‘relationship check-in’ video to normalize the practice among couples.
We encouraged couples to complete an in-app relationship check-in. To support this on our socials, I created a range of content, including the ‘18 Questions to Become a Power Couple’ carousel and an expert-backed ‘18 Questions’ carousel tied directly to the app.
The campaign successfully captured audience interest, as relationship check-in content continued to generate strong engagement. Our associated event in the Apple App Store maintained consistent impressions throughout January, showing the sustained relevance of relationship check-ins. By targeting Paired’s social media followers and expanding reach through the explore page, we aimed to inspire our audience to share the content and engage with their partners.
