eharmony
Senior Art Direction, Photography, Video, Design, and Global Brand Campaigns
Brief:
eHarmony set out to modernize its brand perception and reconnect with a new generation of daters while retaining trust with its core audience. The “Get Who Gets You” campaign needed to feel emotionally intelligent, culturally current, and scalable across global markets including the U.S., U.K., and Australia.
Concept:
The creative strategy centered on emotional resonance over algorithmic messaging—highlighting genuine connection, nuance, and self-expression. Visually, the campaign balanced warmth and realism with a refined, contemporary sensibility, positioning eHarmony as both human and credible in an increasingly gamified dating landscape.
Execution:
I joined eHarmony as an Art Director and was promoted to Senior Art Director, serving as Head Creative for North America while overseeing international campaign development. I led concept development and art direction across photography, video, and digital design, working closely with in-house teams and external agencies to ensure a cohesive visual language across platforms and regions.
My role included directing shoots, building modular brand systems, and using A/B testing to refine creative performance—bridging strategic insight with hands-on execution at scale.
Impact:
The campaign established a unified global creative direction while allowing for localized nuance, reinforcing eHarmony’s brand clarity and emotional relevance across key markets.
“Warm Laundry” Hulu Spot
Various landing page templates
A–B App Store testing screens for IOS/Google Playstore
As the creative liaison between departments, I collaborated closely with the VP of Brand, Hamburg’s global creative team, and external partners to shape the brand’s evolving visual direction. This included defining a new cinematic aesthetic—inspired by front-flash photography, candid energy, and a raw, filmic tone—to capture modern connection in an authentic light.
This is “The Book That Gets You” – eharmony’s rebrand book presentng various guidelines ranging from brand colors, to typography, to photography styles, and more.
Hand-drawn illustration style inspired editorial of New Yorker Illustrations
email templates
Social Reel
Various social asset and banners.