It's time to fledge
Fledge is a dating app preparing to launch in New York City. We were tasked with creating a distinctive visual identity that would help it stand out in a crowded category and establish a recognizable voice of its own.
Our research showed that most dating apps focus on choice: swipes, matches, and algorithms. Fledge wanted to focus on something else—the moment a connection sparks between two people.
That led to the idea of the Fledge moment and the brand's signature visual element, the Wings of Fledge. The wings became a versatile graphic device for capturing moments of attraction, connecting people within an image, and giving the brand a distinctive look.
That led to the idea of the Fledge moment and the brand's signature visual element, the Wings of Fledge. The wings became a versatile graphic device for capturing moments of attraction, connecting people within an image, and giving the brand a distinctive look.
We built a complete brand system around this idea and developed it across key touchpoints. The project included a brand guide, typography, color and photography guidelines, social media templates, sample landing pages, digital ads, and outdoor creative for Fledge's New York launch.
