Dating Republic is a city-centric dating site initially focused on the London market. It needed to be differentiated from other dating sites in London and achieve significant traction during the launch period against a well-established competitor.
I took a radically different approach to the design of Dating Republic's visual language and identity. In a market dominated by tired-looking, me-too sites, I decided upon an illustrated approach. This was based around a young couple who would be used in different London-themed illustrated locations. This fresh approach would work well online, be suitable for animation, and scale well in the above-the-line campaign on buses and in the Underground that accompanied the launch.