Turning up the heat: Feeld’s rebrand, born of collaboration, is charged with electricity and energy

Sculpting a space for sex-positive, open-minded explorations, the widely popular dating app Feeld has been gaining momentum for quite a while now. Its community, which it has both found and created, is at the heart of everything at Feeld, including its rebrand. The rebrand was a result of many moving parts – a strategic foundation from Concept Bureau, design by Made Thought, a typographic treatment defined by Charlotte Rohde, and photography by Molly Matalon. Both Rohde and Matalon are Feeld members, as are each of the people featured in the campaign – rooting the rebrand in details and moments crafted by creatives who are intimately aware of Feeld’s universe. “The world is changing, especially the cultural scripts around sexuality, identity and relationships. It is important to us that we evolve along with the needs and tastes of our community – while also being visible to those who don’t know we exist, but are looking for what Feeld offers,” Andrew Peet, VP of Creative, tells us, regarding the impetus for the rebrand. “As other platforms in the space inch closer to us, we want to continue to be trailblazers in our category.” In this shedding of its skin, the only thing Feeld retained was its name – transforming everything else, to point to a new era for the brand and its members. Ideas of fluidity and energy are injected into this new world in refreshing new ways. The type, for example, designed by Berlin-based Rohde, moves and shifts, with the edges of the characters bleeding into each other at times. A custom version of one of her variable typefaces, Rohde tweaked the design in collaboration with the brand’s internal team to make it just right for Feeld. Together, they also created a custom set of ligatures – ‘beautiful moments of connection built right into the character set’ – that add another level of uniqueness and individuality to the typography.