Copywriting for a new mobile app brand

We’re SwitchDXB. A mobile app that joins together health, fitness & wellness service providers in Dubai in a single platform, allowing residents & tourists to search, browse, book & pay for activities, classes, sessions & facilities with just a few taps of their screen. As we gear up to launch, we’re looking for someone to help us define our brand’s tone of voice - both for communicating with our user base & our network of professional service providers. Our messaging must be engaging, exciting and emotive across all channels - digital, social & physical. We’re looking for a creative copywriter to guide us on the development of this critical component of our brand. Your task is to propose an overall messaging framework, which encompasses tone of voice to our two main audience groups (users & providers) and example pieces of content across the communications channels that we use. Audience insight: Users: Our primary user group are internally called ‘hunters’ - these are individuals who are in their 20’s-30’s, who like to try new things, live for the moment & share most of their life on social media. Hunters aren’t afraid to step outside of their comfort zone in order to achieve a new experience, they place a high value on aesthetics and accumulate social currency on a daily basis. Our secondary user group are internally called ‘settlers’ - these are people who are at a slightly different stage in their life, possibly married with young children, where routine is their normal daily life. Settlers have less of a drive to try new things, but instead prefer to progress with the activities and things that they know best. For settlers, experiences are for enjoying themselves, not sharing with others on social media. Settlers are slightly more introvert than the hunter user group. Providers: The Switch platform exists to enable professional service providers to reach more people, showcase their services and capture bookings & payments from users. Our provider network range across 12 categories, such as aquatic, adventure, fitness, sport, performance, nutrition, mindfulness, relaxation and alternative. Our goal at Switch is to help providers to grow their business, through providing them with original video content, marketing support and the technology to secure bookings & payments from users in a way which previously wasn’t possible. The more quality providers we can attract to the Switch platform, the more value & variety we can offer our users. You can find out more about SwitchDXB on the website: [login to view URL]