Relationships are the oldest points of connection that allow us to see and understand ourselves. They are mirrors that reflect who we are — the best and not-so-best parts — and grow us into new ways of living. They are bridges to becoming better.
Finding love used to be a predictable process resting on ancient tectonic plates of behavior, until 1995, when a rush of new energy moved those plates, permanently shifting the landscape.
Since its founding, Match has pioneered a land of online dating. Their vision was a seed planted in the vast new expanse of the internet, germinating an entirely new category, opening up a world that ushered in an assortment of platforms and, in turn, cultures.
It’s no wonder that dating has become a panic-induced, anxiety-ridden journey. We now act as if the last train is leaving the station. We’re either too cynical to get on or we take the wrong one and never get off.
The challenge for leaders is to show what’s possible while also learning from history. Every now and then, a brand has to empty out its bag and reorder it for their next adventure. Match was sitting on a treasure trove of experience and knowledge gained over 25 years, ready to be reassembled and reorganized for a new future.
Evolving Match has been about taking the most powerful, meaningful qualities of their brand and delivering them in a new way; to expand the story, the language and the capabilities to be of better service to people who are confident and eager to live in more intentional ways.
Leveraging their long track record of success and industry mastery, we zoomed in on where Match is unmatched.
If apps today are a means to an end for dating, what is the opposite edge of this? How can a product feel more like a beloved service rather than a convenient game?
Enter: hospitality and concierge. Where other apps forcibly push you to “engage” and maximize your limits — to then pay for more maximum engagement — Match strives for the effortlessness of a concierge’s wave, showing you to your table; almost invisible but deeply appreciated.
A logo implies something more than its obvious meaning. The heart moved from the top to the bottom—full stop— indicates the confidence in service that Match represents. Match becomes a simple statement and a clear ambition. The original helped Match light the way; this new logo shows they have arrived.
The color palette has evolved to fit the context in which Match is readily used. No glaring, bright colors, but tonal and inviting.
For decades, people have looked to Match with high expectations: They knew what they were looking for, and they wouldn’t settle for less. At every touchpoint, from creating a profile to being onboarded into their world, people knew that if you were on Match, you were ready to connect. We brought that trust and experience back to the forefront.
It doesn’t take minutes to create a profile; it takes time and intention. Dating, then, is not an end. It’s the means.
By working cross-functionally with Match’s executive, product, design, and marketing teams, the new brand strategy enabled us to amplify the experience of Match while also paving new roads for a more inclusive, ever-changing environment of dating. To feel elegant, playful, intimate, and inviting. The technology works so the conversation can flow effortlessly forward.
Match’s new features, finely honed expertise built over time, and standard of service, allows them to re-emerge in the universe that they created. From hiring dating experts to new iconography and language that encourages you to be more open to the myriad of possibilities, Match supports you to focus on the good stuff: getting to know someone. They craft anticipation into the experience. Now, smiling down at your phone will be the work of design.
This is not about pressing buttons or acing an algorithm. This is about the long-haul. It’s about the bedrock of conversations that sprout serendipity and connection. Rather than a slip into cynicism, you might fall hard for the right person.
A few months before the official launch, Match tested the new identity to see how it resonated with their customers. A 13% increase across all key metrics on Match’s platform revealed that the new identity and language was, well … loved.
Evolution is not about discarding the old you. It’s about reamplifying the traits that are most unique to you. It’s about using design to craft symbols, stories, and opportunities that shape hearts and minds for a new future.
- Nick Ace
- Dashiell Alison
- Ian Aronson
- Madeleine Carrucan
- Paul Jun
- Arielle Kroloff
- George Lavender
- Kristine Lim
- Eric Park
- Zuzanna Rogatty
- Diego Segura
- Wulkan, by Jan Estrada-Osmycki
- Reckless Neue by Displaay
- Beausite Classic by Fatype
- Ashley Batz
- Mari Juliano
- Theo Livaudais
- Lauren DeFord
- Ayesha Gilarde
- Hesam Hosseini
- Sean Lester
- Brittany Pierson
- Ayni Raimondi
- Dushyant Saraph
- Amarnath Thombre
- Katie Wilson