To support a shift to an international growth strategy, Soulmates required a new brand identity to allow it to stand on its own two feet, while still feeling part of the Guardian family.Our objective was to capture and express the personality and values of the Guardian to cut through the clutter.
The sad truth is that data breaches are far from a surprise these days, with one coming after another without much batting of eyelids involved anymore.
Relating with them might just be a task you don’t want to mess with.
This only tells us that online conversations could pose serious challenges to the person in need of it, especially if they intend building a meaningful relationship out of that.
Soulmates is one of the UK’s longest running online dating brands and is a flagship commercial business of the Guardian.
A premium paid-for product, Soulmates sits within a busy, highly competitive market, appealing to a progressive, metropolitan audience.
New logo, custom typeface, imagery, copy and iconography — an entire brand toolkit designed to reflect the big idea.