Brand Platform + 360º Brand Campaign

Hinge / Designed to be Deleted

When a hookup app decided to rebrand as a platform for finding lasting relationships, we made a bold claim: we're the dating app designed to be deleted. After all, if our goal is helping you find "the one," success means you won't be needing us anymore.

The platform helped redefine the dating app category, and made Hinge an industry leader.

It even caught the attention of Garrett – an overzealous user and recurring SNL character played by Bowen Yang – who just wants people to play by the rules when it comes to looking for serious relationships on Hinge.

Years later, the brand platform, brought to life with Red Antler, continues to be adapted for new spots and outdoor campaigns.