TV Writers Matt Morgan and Ian Sobel (12 Monkeys, From Dusk ‘Till Dawn) were pitching networks about an idea for a drama about a dating app that starts to take over the lives of its users in mysterious ways. They approached me about creating mock-ups for UI of the hypothetical app to use as a guide in their pitch meetings. I agreed on two conditions: first, that they let me design realistic functionality for the app, because raw UI screens are just pretty pictures; and second, that they give me the time to map out an entire brand story and identity system for the app. Often, brand identity considerations for digital products are an afterthought to the actual design of the app, but it’s my philosophy that they need to work in tandem. Copy, visuals, animations, interactions, et cetera all need to work in concert and take inspiration from a single brand story.
I was concerned that if they opted for basic UI screens, they’d be limited of limited value for future purposes, such as demonstrating an animation or highlighting a feature. By mapping out a real — well, hypothetically real — user scenario, I created an app concept with real-world functionality. It might be a fictional plot element, but there’s no reason the product itself couldn’t exist in reality.
Since I’m a true masochist, I created a brand identity from scratch. I composed a sleek and sophisticated logotype and custom visual elements that communicate a discreet, upscale hookup service — just as a fictional designer would if Matt and Ian’s fictional app makers came to him in the show.
Visual Design, Art Direction, UI & UX by Noah Suppin
Ian Sobel and Matt Morgan