DINKlife - the Dual Income No Kids lifestyle
DINKlife is the first and only brand for the unique lifestyle of couples without kids. While families, singles, teens, etc have their fair share of resources, dual income couples without kids (DINKs) are one of the fastest growing and biggest spending life-stage segments in the US and globally, and yet they’ve had no face, no name, and no place to call their own…until now.
DINKlife provides the tools and resources for DINKs to make the most of their unique lifestage and to have fun while getting ahead. With features they care about like travel, money, career, pets, well being and ways to meet other DINKs like them. DINKlife facilitates DINKs contributing to other DINKs by telling success stories and to consume content from other DINKs with user generated content, tips and tools to help them make the most of their life now.
DINKlife.com products are:
•THINK - topics DINKs care about -travel, money, career, love… for DINKs, by DINKs
•LINK - meet like-minded DINKs. Get in contact with the Forum and be inspired by Stories
•SYNC - view and share career or volunteer opportunities on the DINKs-first Job Board
NOTE: DINKlife is NOT anti-kid. It’s just a lifestage that allows you to focus on your personal growth and having fun while getting ahead - and not having kids yet facilitates that.
Young Dual Income No Kids (DINKS) are active educated couples without kids, with solid incomes yet moderate to low necessary expenses. They rent, own a starter home, drive entry-level or low end luxury cars, and other than a few student loans are not burdened with substantial debt. DINKs have the time and money to focus on getting ahead, new experiences and are not ready for kids yet, they just want to enjoy this child free lifestage
Age 25-44, HHI $100K+, College educated, Metro area/suburbs, No children
•Brand bullet descriptors that describe DINKs qualities:
DINKS enjoy travel – from spontaneous overnighters to multi-week international adventures – enjoying activities with peers that share their lifestyle, dining out (often during the week), happy hours after work and outdoor activities. They buy gadgets (mobile and for the home/car), understand and enjoy the latest tech devices, and are fluent in the web. They are fashionable, yet enjoy the movement towards casual and hip dress. They live everywhere, with a dominant presence in large urban areas, a strong representation in large suburban areas adjacent to major metros, and even exist in isolated pockets in more removed small suburban areas and rural communities (often in transition).
Need a single visual that answers the question "What is DINKlife". The visual will be prominently displayed throughout DINKlife.com, and could also be a prominent part of marketing collateral as appropriate.
The visual should validate that DINKlife is the brand for them, this is what they have been looking for. It should appeal to both men and women, and therefore not look too "romantic" or "couply". Consistent with the brand, it should be upscale and clever. Fun is good, but in a smart way.
The visual should be consistent with the DINK goal of "having fun while getting ahead". It should represent the freedom and independence of the lifestyle; "whatever, whereever, whenever".
The logo and/or the DL portion of the logo (split D at top) should be included. Colors should fit in nicely with the brand colors and site design (see attachments). Use of product icons (THINK, LINK, SYNC) is optional; if they can be used and meet the other objectives...great!