VibeCheck is a real-time nightlife discovery tool designed to help users find Cape Town and Johannesburg venues offering the right energy, right now. With a curated, editorial-forward tone, the platform aims to bridge the gap between bar culture and technology — spotlighting spontaneous, quality nights out through a human-first lens.

As a digital brand strategist, I was brought in during VibeCheck’s early build to help clarify its tone, content pillars, and strategic direction across digital channels. My role was to craft a foundation that could flex across product, socials, and brand partnerships — building trust while teasing future launches.

Key responsibilities included:

Brand voice & positioning – developing a tone that balances insider knowledge with a calm, confident presence. Less hype, more magnetism.

Content strategy – pivoting the social media narrative away from scattered venue promotion toward high-impact editorial content focused on problem framing, nightlife POVs, and product anticipation.

Campaign development – ideating launch-aligned content themes including “App Teasers”, “What’s the Energy?”, “Digital Dilemma” and “Neighborhood Guides”.

Creative direction – collaborating on visuals that reflect refined spontaneity, with emphasis on venue atmosphere, people, and in-the-moment storytelling.

Copywriting – writing for Instagram, landing pages, and product positioning — ensuring brand language feels rooted, human, and adaptive.

My approach was informed by early-stage startup needs: lean, flexible, and growth-conscious. The outcome? A strong foundation for VibeCheck to grow its brand equity while staying adaptable to partner rollout and tech build timelines.