Tinder: Marketing strategy and mobile design across Tinder’s family of dating apps
One creative partner across a portfolio of brands
Match Group runs a family of dating apps, each with its own audience, voice, and growth goals. We work across that portfolio as a strategic creative partner: we define how a brand speaks, then design the marketing that moves people to the app that fits them.
For The League, we created Lexi: an AI columnist with a name, a face, and a voice members actually read.
Inside Tinder, we design the always-on marketing that introduces members to Hinge, BLK, Yuzu, and the rest of the family.
A columnist, not a chatbot
The League needed a voice its members would actually read. Not a notification or an assistant, but an AI columnist with opinions about love, ambition, and the rules worth breaking. We named her Lexi, gave her a biography, and built the brand she signs her name to.
She’s 36 and splits her time between New York, Paris, and Lisbon. She wears Totême and vintage YSL and drinks her Negroni with mezcal. Her writing is curious and a little flirtatious.
She asks better questions instead of handing out answers. Everything on this page is hers: the signature, the face, the letters, and the invitations.
Her name is her logo
We started by following the rules. There was a grid, a strict monogram, and an X that doubled as lips puckered for a kiss. It was elegant and had character, but it read as a brand mark more than a person.
So we broke the rules, the same way Lexi does. A signature is the most personal mark a brand can own. It says that a person wrote this and stands behind it. Lexi’s logo became her name in her own hand, with a heart where the dot should be.
The signature can change without losing her. It can be neater or looser, more calligraphic or more rushed, like a note left on a linen napkin after a perfect night. It closes every post the way “xoxo” closes a letter.
If we breathe humanity into the logo and the lines, then why not bring Lexi herself to life — especially now that technology allows it?
A vector avatar or flat portrait is not our level. Lexi should be realistic — either styled as posh, or as a modern columnist.
We explored her appearance the way you’d cast an actress. We tried posh versions and modern ones, some sharper and some softer, until the face matched the voice: warm but not sweet, confident but still approachable.
The rule was one Lexi wrote herself: “If I look untouchable, why would anyone start a conversation?” So she’s shown in real scenes, like evenings in speakeasies, parties, and the editorial desk, not in studio perfection.
Lexi’s writing looks like a stylish publication that someone has marked up by hand. Newspaper serifs set the headline, a typewriter face carries the details, and handwritten notes appear in the margins.
One system covers everything Lexi publishes: LinkedIn columns, event invitations, and short provocations like “The Promotion That Costs Too Much.” Every format reads like a page torn from the same magazine.
The handwriting ties it together. The letters don’t just sit on the page. They move, underline, and cross things out. It’s how The League’s voice gets its sense of humanity, even when the columnist is AI.
Always-on marketing for seven dating brands
Tinder is where most people start, but not where everyone belongs. Someone raising a child alone, someone who wants to date inside their own community, someone ready for something slower — each has a sister app built for exactly that.
We’re the creative team behind that handoff for seven Match Group brands: Yuzu, Stir, Hinge, Upward, BLK, Archer, and Plenty of Fish. Hundreds of full-screen campaigns so far, each one written and designed for Tinder’s audience and the destination app’s own world.
The stakes are portfolio-sized. Match Group’s apps counted 13.3 million paying members in the second quarter of 2026, and every campaign is a chance to keep someone in the family instead of losing them to a competitor.
Each campaign reads as a door, not an ad: Tinder’s rhythm on the outside, the destination app’s world inside, one line and one thing to do.
Impact
A long-term creative partner for a portfolio
Match Group’s brands compete for attention in the same pocket. We give each one a clear voice and the marketing to match: a new character that turns The League’s voice into a columnist built to be read, and always-on campaigns that move Tinder members to the app that fits them.
- 8
Match Group brands we design for, from The League to Plenty of Fish
- 100s
of in-app campaigns that point Tinder members to a sister app
- $3.5B
in 2025 revenue for Match Group, the company behind every brand on this page
