Inner Circle is a dating app for ambitious, culturally attuned singles — and its brand needed to reflect that.
Rather than follow the visual codes of the tech world, Mariana Duarte and I leaned into the aesthetics of high-end editorial design, building a visual identity that feels more like a magazine than a marketplace.
The visual system borrows from fashion and culture publications — oversized type, generous white space, and a quiet but confident grid system. Collateral materials, from bold caps and tote bags to editorial-style zines, extend the identity into physical form with coherence and clarity. The palette is minimal, the tone editorial, and the message clear: this isn’t just an app — it’s a lifestyle.
The result is a brand that feels intentional, desirable, and proudly offline when it needs to be.