Tinder

Overview:

During the COVID-19 lockdown, Tinder saw a 60% increase in users. In response, I developed a conceptual campaign, "Swipe Left," to encourage users to pause and reflect before swiping right, promoting mindfulness and emotional awareness in relationships during uncertain times.

Challenge:

With dating behavior shifting towards quick connections, there was a need for a campaign that encouraged introspection and thoughtful decision-making rather than impulsive matches.

Concept:

The "Swipe Left" campaign redefined Tinder’s usual narrative by advocating for users to "swipe left" to reflect on their relationship goals. This concept encouraged users to slow down, prioritize mental health, and engage in meaningful connections.

Design Approach:

• Visuals: Minimalist designs with pandemic-related imagery (empty streets, muted tones) symbolised isolation and reflection.

• Messaging: Focused on the value of self-awareness and thoughtful consideration in online dating.

• Tone: Introspective and calm, urging users to pause before making decisions.

Outcome:

Though conceptual, the campaign offered a fresh approach to online dating by promoting reflection over immediate connections. It highlighted the emotional complexity of relationships during the pandemic and suggested a mindful approach to dating.

Conclusion:

The "Swipe Left" concept reimagined Tinder’s brand messaging by encouraging introspection and thoughtful connections, offering a unique angle to the fast-paced dating environment.