Brand refresh for a couples app that’s on a mission to help relationships grow
Lovewick isn't couples therapy, and it isn't just for fun — it's a couples app that helps partners learn about each other and share new experiences. It’s rooted in insights from academics, therapists, and real couples.
Lovewick is built by a small but mighty team of relationship nerds. The founder, Ali, who studied Human Biology at Stanford and Service Design at RCA, realized that research can help improve relationships, but is often tucked away in confusing, paywalled academic papers. She wanted to change that and provide a free app to help relationships reach their fullest potential.
There’s been a lot of change in societal trends about relationships since her research began — 40% of people in the U.S. have met a romantic partner online, we are getting married later or not at all, and there are more dual-income, intercultural, interracial, long-distance, and LGBTQ+ couples than ever before.
Lovewick was born out of inspiration from the new opportunities and challenges in this era of modern love 🖤 We crafted a new brand embodied bold minimalism to elevate their identity as an emerging leader in the relationship app market, and to develop a foundation of visual standards that would scale with the company’s growth.
Brand Application
App Store
The App Store interface is critical, because it is the decision making point for their users. We updated the consistency of the images in the visual hierarchy, text styling, and devices. We used background colors that complimented the app screens for each image, as well as a limited the color palette for images without screens to enforce bold minimalism.
In addition to app previews, we also included custom images for social proof so that users could see real quotes about the app, rather than relying on the App Store numerical rating.
Brand Application
Advertising
Given that the user demographic is younger and has an online presence, we started with a set of visuals that could be scaled across multiple ad platforms like social media, paid ads, and email marketing. We kept a balance between the colorful nature of the brand, while also incorporating neutral visual elements to emulate intentionality and diversity.
Brand Application
Guidelines
The best brands are the ones with the most consistency. A comprehensive package was created to ensure Lovewick’s brand consistency was followed regardless of the audience (contractors, new employees, developers, PR, consultancies, etc.). In addition to technical aspects like logo specs and hex codes, we also included imagery and product marketing content to more holistically emulate the brand message.
A note from the founder
“I genuinely couldn't recommend Dipali more highly. She's a true partner in the design process, brings a wealth of experience both in strategy and visual design, pays meticulous attention to detail, but also works quickly and knows how to deliver on time.
She takes immense pride in the quality of her work and embraces feedback wholeheartedly. I've worked with her on multiple projects for my company, and she has fundamentally shifted the perception of our brand for good.”
— Ali Maggioncalda, CEO & Founder