Hinge - That’s when I knew

This self-initiated project was developed as a fictional campaign extension for Hinge. Inspired by the brand’s existing That’s When I Knew campaign, the project explores how a single moment can communicate the emotional depth and authenticity that define meaningful relationships. The objective was not only to create a visually compelling advertisement but also to understand and respond to Hinge’s brand positioning, communication style, and target audience.

The project began with an analysis of Hinge’s visual identity, tone of voice, and audience behavior. By examining the platform’s focus on intentional dating and genuine connection, I identified opportunities to expand the campaign through an additional narrative that remained consistent with the brand’s existing communication.

The challenge was to create a concept that felt authentically “Hinge” while contributing a fresh perspective to the campaign. The development included:

• Brand Analysis

• Competitor Research

• Target Audience Analysis

• Campaign Research

• Concept Development

• Art Direction

• Copy Development

• Visual Design

Through the combination of image and text, the final concept was designed to communicate an emotionally relatable moment while remaining visually aligned with Hinge’s established campaign language.

The result is a speculative campaign piece that demonstrates my ability to translate brand values into visual communication. By combining strategic thinking, audience understanding, and creative execution, the project reflects my interest in developing concepts that connect storytelling with brand identity.