Brand Identity Project
Stakeholders identified that Match’s exiting digital assets were not aligned with the brand voice or visual identity. I lead a rebranding initiative that would differentiate Match from other dating apps 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.
Paid Social Media
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, I redesigned the brand’s organic social presence to create a cohesive, story-driven experience across every touchpoint. I approached the Instagram page holistically — using the refreshed brand guidelines to craft a balanced, premium feed where each post contributed to a unified narrative about real connection.
I developed the creative strategy, led a team of designers, and conducted in-depth research into social trends to ensure each content bucket felt culturally relevant and authentic. Leveraging AI tools like Midjourney and ChatGPT, I explored new creative directions and generated fresh visual concepts that elevated the brand’s storytelling. This approach transformed Match’s social channels into a curated, on-brand experience that strengthened engagement and reinforced its premium positioning within 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.
Landing Page
I reimagined Match’s landing page using the new brand guidelines to build authenticity and trust. The refreshed design incorporates the signature navy palette, a clean grid, and real images of people and couples—creating a more human, relatable feel. I also simplified the sign-up flow for a smoother, more intuitive user experience that better reflected Match’s modern, trustworthy brand.
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.
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.
