Dating app Feeld rebranding is as creative and fluid as its community

Global – Sex-positive dating app Feeld has a new look. Using visual cues to represent multiple ideas of sexuality, the brand identity embodies fluidity without using the stereotypical rainbow trope.

As Feeld approaches its 10-year anniversary, the dating platform has worked with studio Made Thought, typographer Charlotte Rohde and photographer Molly Matalon for a rebranding ‘breathing human emotion and joy back into online dating’. After studying user data, Feeld found that openness to exploration and curiosity are common traits among members. One third of straight males, for instance, changed their sexuality to heteroflexible, bi-curious or bisexual on the app in 2023. To visually translate fluidity, warmth and sensory stimulation, Feeld has introduced Aura, a gradient image treatment tool inspired by heat mapping. To deepen the tactile and intimate feel, the app has been enhanced with a living motion system reminiscent of the human body’s motions of breath, heartbeat and touch.

In the Unrefined Intimacy design direction, we explore further how the visual narrative of sex and pleasure is being reset for a new era of raw, confrontational and inclusive communications.