Brief: Design a brand identity for a new product, service, or organisation that acts as a catalyst for connection, creating moments that feel meaningful enough to remember, and powerful enough to bring people closer.
Hookup culture and Social Platforms like Grindr have taken over the world of dating for the LGBTQ+ community - in particular gay men. Because of this it’s becoming increasingly harder for men in the community to form and build real and genuine connections.
Men on gay dating apps are judged heavily on looks and appearance rather than their personalities and who they are at their core. Many gay men strive to find long-lasting connections but are unable to because of what gay dating has become in recent years.
SOLUTION
A new dating app for men in the LGBTQ+ community that allows them to share stories that are personal and meaningful to them with others. Eliminating the physical-first aspect of dating apps, the men will match with each other from liking each other’s stories, only after matching will the men be able to see each other’s photos. For many LGBTQ+ men online apps serve as a safe comfort zone for them. This new dating app allows men to begin to leave this comfort zone from the transition of forming meaningful connections online to in-person.
THE APP
ACTIVATION 1 - BILLBOARD
ACTIVATION 2 - PUBLIC TRANSPORT AD
ACTIVATION 3 - SOCIAL STORY AD
ACTIVATION 4 - MAILBOX
ACTIVATION 5 - DIGITAL STICKERS
