Creative Lead to launch Archer’s social presence.

Project Overview

Archer is a dating app designed for gay, bisexual, and queer men — built around the idea that connection should feel intentional, expressive, and community-driven rather than transactional.

I served as Creative Lead for Archer’s social launch, overseeing the creative direction from concept through execution for static assets. My role focused on defining how the brand would show up visually and emotionally across social platforms, ensuring the launch felt culturally relevant, visually distinct, and aligned with how modern audiences actually engage with dating apps.

From early concepting through final execution, I led the development of Archer’s social voice, visual language, and launch content — shaping a presence that felt bold, inclusive, and rooted in real human connection.

Context & Challenge

Archer entered an already crowded dating-app landscape dominated by platforms that often feel impersonal, swipe-driven, and visually interchangeable. While many apps compete on features, Archer’s opportunity was to compete on feeling—creating a space that prioritized authenticity, self-expression, and community.

The challenge was twofold:

First, we needed to introduce a brand-new app with zero brand equity and immediately communicate why it existed — without relying on traditional product marketing or feature-heavy messaging.

Second, the social presence had to resonate with a highly discerning audience that values authenticity and cultural awareness. The creative couldn’t feel corporate, overly polished, or performative. It needed to feel native to social platforms, reflective of real conversations, and welcoming to a broad spectrum of queer identities.

The goal wasn’t just to drive awareness — it was to establish trust, spark curiosity, and make Archer feel like a place people actually wanted to show up and participate in.

Role: Creative Director