Natalie Sheard, MD, Santi & Quinn
THE CLIENT. Santi & Quinn is an exclusive executive matchmaking agency based in London.
THE BRIEF. Santi & Quinn is the latest venture from Natalie Sheard, one of London’s top executive matchmakers. Natalie and her team understand that even the most eligible people can be so busy with work, travel and social life that it’s a challenge to find a likeminded partner who’s also looking for a serious relationship. Her clientele include some of London’s most engaging and sophisticated businesspeople, academics and entrepreneurs, so it was a pleasure to be asked to help with such an interesting project’s branding, website design and copywriting.
THE BRANDING. Our client has an impeccable sense of style and great insights into her market niche. Her target audience are serious grown-ups who know what they’re looking for – and that they probably won’t find it in the local pub. S&Q is miles away from a typical dating website or agency. It’s not about the quantity of one-off dates, it’s about the quality of the connections. Everyone who joins S&Q has shown their interest in finding a serious, long-term relationship. So, no silly or sickly sweet names allowed. The company naming process involved focus groups and a serious look into evocative names that allude to the high calibre of the people involved and the process of bringing two things together. The brand’s value is its high-quality contacts and the team’s ability to ascertain which two people could be compatible and bring them together. We were wedded to (sorry!) the idea of a company name with an ampersand connecting two names together. In the end, Natalie came up with the name, Santi & Quinn. For the visual identity, we chose a polished and sophisticated font in large and small caps, which signifies seriousness and quality. The grey and black colours form a serious and sophisticated colour palette. Luxe business cards helped convey the brand’s high-end offering.
THE WEBSITE. Because everyone is an individual, it was tricky to choose just one image to represent the wide range of individuals you might be introduced to through Santi & Quinn. Natalie liked our own website template, and we agreed a similar treatment would allow us to show a full range of matches, which evokes the sense of many possibilities, including just the right match for every S&Q client.
THE COPYWRITING. Working very closely with Natalie (who’s an excellent writer herself!), I crafted appealing and polished website copy designed to attract the right sort of SEO traffic from high-calibre single people looking for a strategic solution to finding the right person. It was important to emphasise that seeking professional assistance in finding a romantic partner is no different from hiring a professional for your property search, holiday planning or interior design. If you’re living a busy and interesting life, you’re not necessarily going to bump into Mr or Ms Right, so it’s good to have a curated selection of highly desirable (and single) people from which to chose. The agency focuses on quality over quantity. Instead of digital profiles, suggested matches meet in person for drinks or dinner. This one-at-a-time approach is another way to bring quality control to the contemporary dating environment. Distinctly different from Tinder, for instance.