Freemium dating site Smooch was acquired by Global Personals in 2012. The site was popular with its member base but was going to be redeveloped on a new platform to bring in new features and capabilities. The start of this process would include a refresh of the branding, to bring it up to date.
Using the playfulness of the brand character, I created a logo with an elastic, cartoon-like quality that visually described the brand. I created designs for the desktop home page, and PPC landing pages. These leverage the warm, friendly personality of the brand and use real site members and reviews to reinforce the approachability, honesty and straight-talking nature of Smooch.