Making unexpected connections on Guardian's flagship dating site.
The Guardian Soulmates is a premium online dating site targeted towards an intellectual, metropolitan and international audience.
The rebrand required a cut-through approach that stood out from a crowded dating landscape. The brand also needed to reflect the personality and values of the Guardian.
The solution was to position Soulmates as a place where like-minded people can connect over the stuff that makes them, them. A custom typeface with unexpected ligatures reflected these unique connections.
Work completed whilst acting as
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