Case Study: Website copywriting for a card game
How copy is helping people find the perfect party game
Preferences
Have you ever played a game that requires pre-planning, some intense focus and a strategy stronger than a double espresso? Well, this isn’t that.
Hilariously entertaining and wildly addictive, Preferences is the 'Get to Know You' party game that brings you closer by exploring each other’s–you guessed it–preferences! But here’s the kicker... Preferences is more than just a party game. Oh no, it goes deeper than that. Preferences gives us the chance to reconnect. To be present and vulnerable. To strengthen old connections and build new ones. And to have a damn good time doing it.
Founder and head game player, Lindsey, was referred to me by the talented NYC designer Gina, from Ginaglo, who recognized the potential of Preferences and knew it needed copy to align with the bright, bold direction it was taking. It didn’t take much to convince Lindsey that professional website copy was exactly what her brand needed.
Our vision was clear—we wanted to craft a brand voice that was friendly, fun, and a little bit cheeky. Personality was paramount.
This project was a massive undertaking, starting with brand voice and website copy before diving into a Kickstarter campaign and a launch email series.
Card Game / E-commerce
INDUSTRY -
San Diego, California
LOCATION -
Website Copywriting, Kickstarter campaign copywriting, Landing Page Copywriting, Email Copywriting
SERVICES -
WORDS OF LOVE…
“You’ve absolutely nailed this… thank you for taking the time to get it right.””
-LINDSEY AIELLO, PREFERENCES The Strategy
Our game plan for Preferences was as fun and lively as a round of the game itself. We brought the same playful energy to our strategy, infusing every element with personality, and ensuring that every interaction with Preferences felt like a chat with a witty friend.
We kept things light-hearted and relatable, mentioning "Daft Dave at the annual office Christmas party" and teasing that the game can be as naughty–or as nice–as you wish. In the How to Play section, for example, we said: BEST PLAYED: With an open mind in a judgment-free zone. *Bottle of tequila optional.
Personalization was key. We didn't just tell the story of Preferences' origins; we made it feel like a chat over drinks with Lindsey, the game's founder.
We shared anecdotes about the journey from "chicken scratch" to reality, adding authenticity to the brand story.
To build trust, we relied on social proof, showcasing the game's ability to create memorable moments with numerous testimonials. We used casual language throughout, like "You'll be having so much fun, you'll forget to check your phone".
Overall, our strategy was all about embodying the spirit of Preferences—hilarious, entertaining, and inclusive. You can play this game with your little bro, who hasn’t yet hit double digits, or with your 90 year old granny. That’s the beauty.
View the copy
Home
The OUTCOME… in her words.
“Working with Kaitlin was such a fun and rewarding experience! I booked a VIP day and she absolutely killed it. Although I already had some copy for my website, I was lost with how I wanted my brand represented and what my official tone of voice would be. Kaitlin really came in and just nailed it, with so much genuine care for how everything turned out. It was such a pleasure working with her, I've already come back for more! Thank you Kaitlin!”
