I ran a brand attribute workshop using the Cooper technique. Then I worked with the head of UX and Creative to synthesize our attributes into a word cloud. On the left, you can see the resulting attributes. I think "quality" may be a little too bland for a word cloud, but I'm really happy with the mix of romantic and smart.
I created a style study template, and the entire marketing and UX design team iterated on a new look to match. I lead weekly design critiques to discuss the style studies, as we narrowed in on a look and feel.
Shaily Salva (Sr. Marketing Design Manager) has since used these attributes and style studies as a touch point for defining a new look for eharmony. You can read about it here.