We rebranded HER, the largest queer dating app for womxn with over 3 million users
HER is largest community for lesbian, bisexual and queer womxn to find connections, and themselves. It’s an international app and has 3+ million users actively using it to meet womxn in their area and to discuss topics on community boards worldwide. We worked to rebrand them to create a space where womxnhood and queer identity are superpowers, where experience and fluidity leads to growth and where queer womxn thrive in abundance — of choices, opportunities, and connections.
Brand Identity
Tone of Voice
Art Direction
Photoshoot Production
Copywriting
Digital Product
Interactive Design System
UX Concepting
Activation
Social Strategy
Event Design Direction
Advertising
A FLUID FUTURE
HER's logo was designed as a symbol of the future being unapologetically fluid. It takes the standard orientation of the center letter, ‘E’, and makes it a symbol of fluidity and expanding possibility; It asks you to look twice because things are not as they might first appear to be. It's retained in a red, PSA-like badge so that it always speaks as loudly as possible and never becomes shy or apologetic in nature.
Portrait photography of real users
The brand’s signature photography is portraiture that employs a rainbow of seamless backgrounds, so when combined they create a spectrum effect of both color and identity. The casting was of real members of the community, no models.