Creative Direction

For Paired’s online store launch, I partnered with content and marketing to define and creative direct the visual identity of three flagship products: two expert-curated conversation card decks and a surprise date night box. The ambition was to translate Paired’s in-app experience into objects that encourage couples to disconnect from their phones and reconnect with each other.

The creative direction centred on balancing credibility with warmth. The therapist-guided prompts needed to feel considered and purposeful, but never clinical. I developed a packaging system that felt playful yet refined—using colour, typography, and illustration to signal intimacy and ease, while reinforcing the brand’s expertise.