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.
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 brand also needed to reflect its premium positioning and be appropriate for a discerning, international audience.
The big idea
We defined Soulmates as a place where like-minded people who share similar passions, pastimes, quirks and irks, connect over the stuff that makes them, them. Our response is all about these simple, special connections. This positioning differentiates from competitors who trade off features like the most intelligent algorithm, or just pure volume of users.
What we did
New logo, custom typeface, imagery, copy and iconography — an entire brand toolkit designed to reflect the big idea. Extensive guidelines, including printed and digital example applications, brand strategy and user experience.