A matchmaker wanted to expand into relationship coaching.

After years of working for large matchmaking services, Nada Rifai wanted to stake out on her own with a relationship coaching service, Dating Practically. She hoped to feature her unique beliefs on love. After a 3-hour Sprint with Nada and the Sherwood Fellows team, I distilled her ideals into a set of core beliefs that guided the copywriting and branding going forward.

That Core Beliefs document made Nada weep with joy. She expressed how accurately and beautifully I’d captured who she is and what she hopes to build. Nothing is more rewarding.

Web and Social

Grounded, Holistic, Honest.

As Sherwood Fellows designer Bella Dell’Aira created DP’s visual brand, I set out on mapping DP’s website, writing copy for each page, and doing some initial wireframing on Adobe XD. I also created 8 sample social posts for her to use on her Instagram and Facebook, and explained how they could be used as Canva templates for future posts.

One important thing to emphasize was that, while Dating Practically is a relationship service, its major focus is helping people become the best version of themselves — whether or not they are in a relationship. This is reflected throughout the DP website and social presence.