Explore the Koit case study by Felipe Corrêa Holman. Discover how minimalist dating app branding and relationship management tools build meaningful bonds.

The digital dating landscape feels crowded and shallow. Most platforms prioritize speed over soul. Felipe Corrêa Holman challenges this norm with the branding for Koit. Koit is not just another app for swiping. It is a relationship manager designed for professionals.  

The project stems from a clear insight by former Amazon executive Miller Simberg. Professionals use CRM systems for business but have nothing for personal bonds. Koit fills this gap. It focuses on intention and preparation. The design goal was to build trust fast in a saturated market.  

The "soul" of the project lives in its roots. The name Koit comes from Estonian mythology. It represents an eternal lover who meets their partner at dawn and dusk. This story sets a tone of depth and meaningful moments. The visual identity follows this lead with a soft and supportive feel.  

Holman created a logo that works on two levels. It combines a speech bubble with an embracing form. This symbol represents safe conversation and emotional connection. It avoids the aggressive red tones of competitors. Instead, it uses a palette that feels modern and calm.  

Readability is key for digital products. The studio used a modified Vinila typeface. This choice ensures the brand stays clear on small screens. The type looks warm but remains professional. It speaks to users who feel dating anxiety. It offers a structured way to manage romance.  

The brand strategy rests on three pillars: intentionality, security, and innovation. Holman did not focus on match volume or speed. He focused on emotional preparation. The result is a system that feels like a tool rather than a game. This shift in positioning is what makes the work stand out.  

The project deliverables cover a full visual framework. This includes a flexible logo system and assets for the app UI. Every touchpoint reinforces the idea of a human-centered experience. It solves the problem of shallow interactions through thoughtful design.  

Koit proves that strong strategy can change a product's path. By addressing low trust and disorganization, the branding makes the app a credible player. It transforms a complex digital tool into something warm and inviting. This case study is a masterclass in purposeful identity design.  

Credits: Felipe Corrêa Holman

Dating App Branding