OUR WORK Grid
Introducing NYC to a dating app for real dating.
People are jaded by dating apps — too much time messaging, not enough time dating. Enter the founders of the app formerly known as “Roll,” a dating app that leaves no room for dilly-dallying. Just choose where you want to go (i.e. restaurant, bar, coffee shop), and match with others who want to go there too. Cool idea, right? Yes…and no. Focus groups showed people loved the idea, but not the name or the design.
That’s where FINN Partners came in — with a complete rebrand and grass-roots launch campaign in West Village.
GOAL
Develop a unique brand that stands out in a crowded market and acquires users.
The Work
Rebranding | UX/UI App Redesign | Launch Campaign
We used the iconic NYC grid as inspiration for both the new brand name and design and drew on the city’s vibrant nightlife to guide our color palette and tone.
Due to a very limited production budget, we got creatively scrappy with the launch campaign. In addition to organic social media posts, we hung wheat posters under the cover of the night, posted flyers in local coffee shops, and dropped branded coasters at participating bars. We also brought warm blankets to partiers waiting outside in the cold to get into bars and offered them to the single people in line, using the opportunity to talk up the app. We turned the stunt into a TikTok to further promote it.
