Guardian Soulmates
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.

Chris_Pitney_2018_Design22
Chris_Pitney_2018_Design20
Chris_Pitney_2018_Design19
Chris_Pitney_2018_Design25
Chris_Pitney_2018_Design24
Chris_Pitney_2018_Design23
Chris_Pitney_2018_Design21
Chris_Pitney_2018_Design26
Chris_Pitney_2018_Design27
Chris_Pitney_2018_Design28
Chris_Pitney_2018_Design29
Chris_Pitney_2018_Design30

Work completed whilst acting as
Senior Designer at MultiAdaptor
—
2015

Other work

UserZoomProject type

IntergiroBranding

DeepmindProject type

QuiqupCo-working space

Google CampusProject type

Google PlayboxPlay Store marketing

FettleProject type

think with GoogleDTC Marketing

PaypointPlay Store marketing

GeosweepOnline gambling brand identity

SH:24Healthtech

PaypointIllustration

Emotional AlphabetIllustration

Chris Pitney
London • Lisbon