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OkCupid branding & design system

During Fall 2019 I had the opportunity to join the new design team at OkCupid to lead a brand audit and develop a new design system for them. The company wanted to steer toward a more sophisticated look that would align with their upcoming 2020 marketing campaign which was made up of simple, surreal line animations. We ultimately decided to strip down the palette to allow color usage to be more impactful. I also pushed for the heavy usage of black to stand apart from the rest of the apps in the dating landscape. I hand drew an entirely new illustration library. The new drawing style was very much inspired by the stripped down color and supernatural feel of the 2020 campaign. Each spot illustration is made up of one object, supported by sparkle elements that bring a sense of magic and movement. The themes revolve around hands, nature, and the occult. This developed out of the 2020 campaign, but also out of the mysticism of love and romance. Using hands allowed me to include human elements while still remaining gender neutral. For the brand guidelines I developed and designed the new typographic rules, color palettes, buttons, icon library, and motion design standards. I worked with the product designers to create an entirely new component library. I also designed a handful of web and mobile screens to be used as reference points for the rest of the app as they continue to build it. The new designs will roll out throughout 2020.

Project Roles
Art Director, Designer, Illustrator, UI Designer
Company
OkCupid
Skills
Adobe Illustrator, Adobe Photoshop, Art Direction, Creative Research, Design, Design Strategy, Sketch
Media
Brand Guidelines, Brand Identity, Branding, Illustrations, Mobile Apps, Motion Graphics, UI Design, Web Apps, Websites, Wireframes
Project Industries
Technology
OkCupid branding & design system
OkCupid branding & design system
OkCupid branding & design system
OkCupid branding & design system
OkCupid branding & design system
OkCupid branding & design system
OkCupid branding & design system
OkCupid branding & design system
OkCupid branding & design system