HINGE

GTM & Brand Strategy


Hinge faced the challenge of an oversaturated market, with many German audiences struggling to recognize its unique advantages. Amid dating app burnout and a rising demand for intentional connections, many were still served gamified experiences that kept them logged in instead of fostering real-life interactions. This presented Hinge with the opportunity to position itself as the only app dedicated to meaningful relationships through enhanced self-expression. By tapping into German nuances in dating culture and insights from other EU markets, we ensured our proposition resonated deeply with audiences in moments that matter. The culmination of this work was a global brand book that serves both internal and external partners, acting as a guiding principle for creative execution—reinforcing genuine moments of connection that inspire audiences to seek meaningful relationships and, ultimately, delete the app.

    

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