GRID
Dating App Launch
People are jaded by dating apps. Whether you match with tons of people or message someone for weeks, it doesn't always lead to a real date. Enter…Grid: a dating app start-up for people who want to go out. Here, people match based on restaurants, bars, and coffee shops they want to go to.
While the founders had the idea and the tech, they didn’t have a brand, a launch strategy, or…much of a marketing budget. So they came to us. We helped them launch the app in West Village, NYC on Valentine’s Day 2024. Since we did it pro-bono, I got to wear many hats. I was the art director — plus the UI App Designer production manager.
Phase 1:
Brand Identity
We started from scratch when it came to the brand. While sitting at a rooftop bar in Times Square, we were inspired by NYC’s iconic map… you know, the grid — where everyone and every place is connected. From there we explored new color palettes, typography, and logos to match this vibe.
Phase 2:
App Design
We implemented our new style and tone into the app so that it felt modern and fresh. The new app design allowed for it to pass Apple’s inspection and become available on the App store for download.
Phase 3:
Launch Campaign
With a lean budget, we leaned on guerrilla tactics to get the word out. And to start small, the app only featured bars and restaurants in West Village — so that’s where we placed our ads (and in the surrounding neighborhoods, too.)
Stay warm on the Grid
The West Village bar scene is quite lively – and so are the lines to get in. The only issue? In the winter, it’s COLD. So, we gave out blankets at peak going out hour in exchange for a Grid download.