Hinge first approached us with a simple yet seemingly elusive goal: pull away from the competition and be the dating app where good people can make meaningful connections. We evolved the brand working side-by-side with the Hinge team as they rebuilt the interface, moving away from swiping and snap judgements to a more human experience.
Hinge was then acquired by Match Group, and it was time to tell the world that Hinge wants to get you off the apps and into a real relationship. We created the “Designed to be Deleted” campaign, featuring Hingie, an anthropomorphic version of the app icon who brutally meets its demise every time a couple hits it off. Three versions later, including international expansion and a Gen Z update with Tik Tok creator VO, the campaign has had tremendous impact on Hinge’s business and connections made across the globe.