Brand evolution for the Inner Circle dating app

Bob Derksen | Design | 2 minute read

Inner Circle wanted to further evolve and refine its identity on the basis of the renewed brand strategy. The new strategy focuses on taking dating seriously with a new brand promise of 'dare to date better'. This promise stands for the quality of the dating app, but also for a better dating experience by challenging members to open up to encountering a beautiful love story. This means better profiles, good behaviour and not losing time to endless swiping. These were the starting points for refining the visual style and brand experience.

Updating the familiar

We set to work on the most important components of the identity such as the use of colour, language of form, typography, photography and illustration style, and we also looked for a more applicable design system. We provided a number of concept directions and challenged Inner Circle to choose the right route. We gave them a glimpse of applications such as app store visuals, emails, banners and social media stories.

Inner Circle’s original brand identity left room for improvement by providing the language of form (wave), use of colour, photography and illustration style with consistency.