Saint Urbain's identity for dating app Cerca makes courting cool and casual

"The illustrated characters and animals are intentionally silly, loose and very human. They represent the personalities you actually meet through mutuals. Saint Urbain developed Heart Boy, a flexible motion graphic that could exist as chrome, clouds, fur, bubbles, grass or galaxies."

"Each version represents a different social circle or micro-community. Within every small group of mutual friends, there's its own universe, its own vibe. Saint Urbain were careful to not turn those ideas into messaging about safety or the morality of using dating apps, opting for lighter visuals."

Cerca's visual identity prioritizes human connection and expressiveness despite anonymous likes. The branding strategy reflects the app's core concept of connecting users with people they tangentially know, supporting taglines about easier love-finding and better connections. Saint Urbain designed the brand with intentionally silly, loose, and human illustrated characters and animals that represent actual personalities users encounter through mutual connections. The flexible Heart Boy motion graphic adapts across multiple visual forms including chrome, clouds, fur, bubbles, grass, and galaxies. Text-based animation of the word 'cerca' reinforces the project's ethos throughout. Each visual version represents different social circles and micro-communities, acknowledging that every group of mutual friends has its own distinct universe and vibe.

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