New Flame

I developed the visual identity and broader brand system for Newflame, a dating platform designed to move people beyond endless swiping and toward actual dates.

The identity combined a distinctive nf monogram, soft aqua, pink, lavender and blue palette, approachable typography and a playful visual language, creating a brand that felt social, optimistic and intentionally different from the conventions of traditional dating apps.

Challenge

The dating category is highly saturated, with many products relying on similar visual cues, interactions and messaging.

Newflame needed to feel immediately recognizable while communicating a different proposition: helping people go from matching to meeting, including double-date experiences and integrated date booking.

The challenge was to balance approachability and fun with enough structure and confidence for the brand to scale across both digital and real-world experiences.

Contribution

I created a flexible identity system built around the Newflame monogram, pastel color palette, typography, graphic elements and a more expressive, conversational tone.

I extended the visual language across digital experiences, date-booking touchpoints, social campaigns, marketing assets and physical brand applications, including apparel, packaging, stationery and event-related materials.

The result was a cohesive consumer brand designed around Newflame’s broader ambition: making dating feel less like work and more like something people actually want to experience.