The guardian online dating

They drive a majority of their traffic directly from ads placed on The Guardian’s news pages.

But while Kerstin found these ads performed well in terms of overall click-throughs, she noticed that the majority of these visitors were not converting into subscribers.

To support a shift to an international growth strategy, Soulmates required a new brand identity to allow it to stand on its own two feet, while still feeling part of the Guardian family.

Our objective was to capture and express the personality and values of the Guardian to cut through the clutter.

Integrated into the website and marketing, they highlight bespoke content that may inspire users on date ideas.Working closely with the UX team, Kerstin frequently employs user research to shape her A/B testing hypotheses.Based on insights gleaned from research, Kerstin hypothesized that showing more information upfront, like a wider variety of profiles and more facts about existing users, would increase subscriptions.Digitally minded Soulmates is a truly digital service, so our brand work put digital (and mobile) first.We prototyped the brand on interfaces to test our assets and design principles alongside the usual visual building blocks of an identity.

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