A new look and feel for the #1 couples app
Role
Brand Design Lead
Services
Creative Direction, Brand Design, Illustration, UI/Web Design
The Problem
In today’s world, there is a strong emphasis on falling in love, but less focus on the skills required to stay in love. Paired, a leading relationship care app, aims to change that by providing couples with the tools and guidance they need to grow together. However, the app’s previous existing brand identity did not fully capture its mission. As part of our mission to make staying in love easier (and create a fun, safe space for couples to explore their relationship) we decided we needed some updates to put love front and centre in our brand and app.
My challenge for this project was twofold: The new brand needed to feel warm and accessible while maintaining credibility as a trusted relationship resource, and the app’s visual language needed an overhaul to ensure a consistent and engaging experience.
The Solution
To align the brand’s identity with its mission, I led a complete visual refresh, ensuring the new look and feel embodied warmth, inclusivity, and expertise. After deciding early on that illustration would play a big part in our updated brand, I needed to work out a visual system that embodied our vibrant and curious personality while still being accessible to all couples, no matter their relationship stage.
I developed a system of seven illustrated couples inspired by Paired’s diverse user base. These characters bring real relationship scenarios to life, acting as touchpoints throughout the user journey.
The updated Paired brand is a vibrant new identity that doesn’t forget where it came from but positions itself as fun, accessible, and informative—inviting all couples to participate in relationship care without judgment and with openness and compassion. The refreshed color palette remains vibrant and inviting, with Paired Purple at its core, and our new typography balances friendliness with impact, ensuring accessibility and visual appeal.
The app’s interface was updated to reflect the brand’s personality—fun and informative—making it easier for users to navigate and engage with. This new identity was also extended across social media, marketing materials, and onboarding flows, ensuring a unified and compelling brand experience.
Outcome
By crafting a bespoke experience, the revitalized Paired brand successfully positions the app as an essential, engaging, and fully inclusive space for relationship care. Our new cohesive visual identity positions expertise at it’s centre and invites all couples to participate in their growth journey with openness and confidence.