Brand Identity Project

Stakeholders identified that Match’s digital assets were not aligned with the brand voice or visual identity. The creative lacked a cohesive look and failed to convey Match as a premium option. To address this, I was tasked with leading a rebrand that would differentiate Match from other brands in the portfolio and elevate its presence across digital channels.

I conducted a competitive analysis and audited Match’s existing assets, uncovering a diluted eight-color palette, inconsistent typography, and a lack of cohesive visual direction. I streamlined the palette into a focused set of primary and secondary colors, established strict font rules and styles for CTAs. These updates gave assets a consistent hierarchy and polished look, creating a scalable system that reinforced Match’s premium positioning across all digital campaigns.

Rebranded Marketing Campaigns

Building on the revised color palette and streamlined guidelines, I applied the new system across existing and new marketing campaigns to ensure every asset aligned with Match’s premium positioning. I A/B tested variations of the updated creative to identify high-performing controls, which became the foundation for future campaigns. From these learnings, I developed scalable templates and a design system adaptable across social platforms and digital channels. Collaborating closely with stakeholders and incorporating user and market insights, I established best practices that empowered the design team to work more efficiently. The rollout of these tools and guidelines increased team productivity by 20% and contributed to a 30% lift in new user acquisitions, solidifying Match’s perception as a premium brand.

Organic Social Media

As Lead Designer for Match, I created social media content to revitalize the brand's Instagram presence, aligning it with brand guidelines while positioning Match as a relatable and premium brand. I crafted the creative strategy and conducted comprehensive research of social media trends, then art directed the design team to create posts that captured the tone and voice of the brand through innovative content approaches. Leveraging AI tools like Midjourney and ChatGPT, I generated fresh creative concepts and compelling visuals that defined the brand’s aesthetics. This strategic content creation resulted in a cohesive brand evolution spanning 100+ Instagram posts, significantly boosting brand awareness, relevance, and engagement while establishing Match as a modern, aspirational leader in the dating industry.

MatchTalks Video Demo

I was tasked with rebranding educational video demos to improve engagement and enhance the user experience within the Match app. I led the design team in producing 16 engaging videos, overseeing the full production process and delegating tasks to ensure brand alignment and timely execution. By combining clear instructional content with visually compelling design, the videos captured user attention and delivered meaningful value. The project ultimately drove a 44% increase in video views and boosted user satisfaction with the app.

Mobile Landing Pages

I crafted multiple landing and onboarding pages for Match’s mobile site and app, ensuring brand consistency while optimizing user experience. By strategically A/B testing and refining each screen, I accelerated user flow through the funnel and boosted registration conversions. These initiatives drove a 60% surge in conversion rates, significantly enhancing overall performance.

OOH Print Campaigns

I led the design and coordination of creative efforts for Match's 360-degree campaigns, working closely with external agencies to develop concepts for digital assets
and large OOH billboards. This collaborative approach resulted in increased brand awareness and relevancy, effectively reaching audiences across
multiple touchpoints.

CRM Emails

I designed CRM email campaigns for Match that focused on re-engaging existing customers through targeted sales incentives. By creating visually appealing templates in Figma, the campaigns achieved an 11% increase in re-subscriptions.

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Social Media Campaigns