COLLINS Refresh Brings Sense of Calm and Confidence
COLLINS and online dating giant Match have partnered to evolve the 25-year-old brand, growing and amplifying its mission while seeking to invite thoughtfulness and trust back into a space the client had pioneered. Reacting to an online dating world that has become cluttered with websites and apps – many of which have turned the process more into a game than a quest for true connection – the COLLINS team worked to create a reassuring brand experience that helps users focus on what really matters: getting to know someone.
COLLINS worked cross-functionally with the organization’s executive, product, design, and marketing teams to create a new brand strategy to emphasize the company’s longstanding experience. This included a renewed focus on hospitality and concierge. Where other apps often push visitors to maximum engagement – and pay for more of it — the new Match branding strives for the effortlessness of a concierge’s wave, welcoming but almost invisible.
Across all touchpoints “Match” itself became a simple statement and a clear ambition. The color palette eschewed bright colors to something more inviting while the new logo also implies something more, with the heart having moved from the top to the bottom — full stop — indicating the brand’s confidence in the service they provide.
Comments COLLINS Partner and Creative Director Nick Ace: “When someone’s been doing their job really well – for 25 years – they present a sense of calm, assuredness, and confidence. Match™ is that standard bearer and their mission has always been simple: to help singles find the kind of relationship they’re looking for. When you’re ready to find someone, Match™ is right there with you. We designed every piece of the brand and app to make good on that. The new identity reflects a brand that is wise, experienced, and has navigated every possible conversation. In a sea of dating apps, Match™ is the most experienced in the room.”