VENI is a social app that wants people to get off their phones and connect in real life.
The Brief
Copy strategy for pilot launches of VENI.
My Approach
VENI challenges the typical social networking app, which aims to keep you addicted to your phone. Leaning into the mission of this app and what distinguishes it, I came up with the concept of playfully calling people out on normalized anti-social behaviours such as always being on your phone or wearing headphones while talking to others. The concept resonated with VENI’s positioning in the following truths:
Categorical truth: Most social networking apps connect people in a broad geographical area, encouraging you to swipe and chat online. They don’t easily facilitate a chance to immediately meet and connect with the people around you for a variety of reasons (friendship, romance, professional).
Consumer truth: Meeting and connecting with someone new IRL (new friend, romantic partner or professional connection) is increasingly rare.
Cultural truth: Most people are spending the majority of their lives online and absorbed by devices, which contributes to feelings of isolation and the prevalence of social anxiety (especially post-pandemic.)
After a discovery call and competitor analysis, I delivered three pages of copy options for poster and table signage for use at pilot events.
