HINGE

Brand Strategy


In Germany, dating apps had become something people used without really believing in systems built to keep you engaged, not to help you move on. The fatigue wasn’t about dating, but about intent.

Our role was to make Hinge’s difference unmistakably clear: an app designed for people who want something real and don’t plan to stay.

By anchoring the strategy in local dating behaviours and pressure-testing it across EU markets, we sharpened Hinge’s position around self-expression, not gamification.

The result was a global brand book that now aligns teams and partners around a single organising principle: create space for genuine connection and know when to step out of the way.

    

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