hINGE
THE DATE KIT

SKILLS

Art Direction, Copywriting, Design, Product Marketing, Creative Strategy

For this assignment, we were asked to choose a company that we admired, but whose advertising we found was lacking in some way. I decided to focus on Hinge.

My original ideas for this campaign played with the insight that the target audience was scared to return to the dating scene given the COVID-19 pandemic, but that they still yearned to create genuine human connections.

This concept, the Dating Kit, placed Hinge as the number one app to get you back in the dating game. Hinge is here to (re)teach you to be the best, most confident version of yourself. Available for purchase to users when they make an account, the kit is meant to bring people back to their most confident dating self. It features a “Dating 101” booklet and branded items such as a keychain, a candle, a facial mask, and a condom, this kit gives users several tools, tips and tricks to make the best out of their dating experiences.

Open gray box labeled "Hinge" with purple interior, next to a white box titled "Julia's Box" with illustrations of smiling women, featured for a humorous dating reminder. Text emphasizes forgetfulness about dates and suggests bringing back your mojo.
Open dating tips booklet titled 'DATING 101' with tools and tricks for successful romance, displayed with items like a keychain, face mask, scented candle, and condom, on a grey background.
A promotional image featuring black and gray tins of hummus mint chewing gum labeled "Hingie Minties Spearmint." The image includes text that says "Stay Minty Fresh" and "Eat garlic bread on your date with peace of mind." The tins are part of a product bundle called "Mint Box," which is included in a dating guide called "Your Dating 101 box." The background is split diagonal with gray on top and blue on the bottom.
A promotional image showing scented candles and packaging for setting the mood before or after a date, with text highlighting "Great Scents to Set the Mood" and mentioning vanilla bourbon scent, part of a dating-themed gift box.
A promotional image showing scented candles and packaging for setting the mood before or after a date, with text highlighting "Great Scents to Set the Mood" and mentioning vanilla bourbon scent, part of a dating-themed gift box.
A purple chocolate bar wrapper with a cartoon face and a large H in the center. Text next to the wrapper reads: 'To Be Opened In Case of Emergencies, A.k.a. A bad date. Complimentay Treats, Part of your Dating 101 box'.
Two purple packages labeled 'tea tree facial mask' with facial mask illustrations, one with closed eyes and an 'H' on its face, and the other with instructions and a QR code on the back, promoting skin refreshment and reducing eye bags.
Two purple packages labeled 'tea tree facial mask' with facial mask illustrations, one with closed eyes and an 'H' on its face, and the other with instructions and a QR code on the back, promoting skin refreshment and reducing eye bags.
A cute white fuzzy keychain with eye balls and a black letter 'H' on it, attached to a silver key ring.