Launched in the early 2000s, Plenty of Fish (POF) is a popular Canadian dating app. I worked with the POF team on a long-term contract where I supported with a range of content initiatives including paid advertising copy, feature naming, in-app messaging, blog posts and more. My favourite project I worked on with POF was their rebrand that positioned them as the most welcoming way to online date. They set out to address some of the most common online dating woes (think: d*ck pics, catfishing, creepy messages DMs, etc) and I loved bringing this vision to life through conversational, cheeky copy.