You know those designs that you feel bad, not because of the poor quality but the opposite. When you question yourself, “why didn’t I think about that” or in my case “Why I suck so much”. Well, if you have these thoughts, a word of comfort, you are not alone.
Strategy and experience design company COLLINS and online dating giant Match™ have partnered to evolve the 25-year-old brand from within, growing and amplifying its mission while inviting thoughtfulness and trust back into a space they pioneered.
COLLINS worked cross-functionally with the organization’s executive, product, design, and marketing teams to create a new brand strategy that enabled them to amplify the experience of Match™ while also paving new roads for a more inclusive environment of dating. This included a renewed focus on hospitality and concierge. Where other apps forcibly push you to “engage” and maximize your limits — to then pay for more maximum engagement — Match™ strove for the effortlessness of a concierge’s wave, showing you to your table; almost invisible but deeply appreciated.
Across all touchpoints, “Match” itself became a simple statement and a clear ambition. The color palette eschewed bright colors to something more inviting, a better representation of the context in which Match™ is used. The new logo also implies something more, with the heart having moved from the top to the bottom — full stop — indicating the brand’s confidence in the service they provide.
“When someone’s been doing their job really well - for 25 years - they present a sense of calm, assuredness, and confidence,” says COLLINS Partner and Creative Director Nick Ace. “Match™ is that standard bearer, and their mission has always been simple: to help singles find the kind of relationship they’re looking for. When you’re ready to find someone, Match™ is right there with you. We designed every piece of the brand and app to make good on that. The new identity reflects a brand that is wise, experienced, and has navigated every possible conversation. In a sea of dating apps, Match™ is the most experienced in the room.”
While users have looked to Match™ with high expectations for decades, their partnership with COLLINS has put that trust and experience back at the forefront, from creating a profile to the reimagined process of being onboarded into their world. In fact, a few months before the official launch, Match™ tested the new identity system to see how it resonated with their customers, resulting in a massive 13% increase across all key metrics on the brand’s platform.
COLLINS is an independent strategy, design and communications company in San Francisco and New York City. They mix technology and creativity to build brands that can't be ignored