Tandem

Trading decision fatigue for anticipation: identity and product for a two-person dating ritual.

Naming

Identity

Design

UX/UI

Scaling the brand

From a few pixels to the side of a building

The system had to hold its character at every scale, from in-app micro-interactions, web, and street-level posters.

Tandem landing page mocked up on a laptop in a soft pink-purple environment — Pick a mood. Find your moment. Make it a date.

Tandem out-of-home poster campaign with character-driven heart illustrations on the street — OOH campaign: heart mascots humanize a logical product.

The visual identity is built on Playful Softness: a confident wordmark anchored by character-driven heart illustrations that act as brand mascots across product, print, and place.

The roadmap

Two users, one decision

Hand-drawn sketches and a two-user logic flow that mapped how decision fatigue becomes anticipation.

Hand-drawn user journey diagram showing the User 1 and User 2 flow across landing page, date suggestions, modify, pop-up, and date match pages — Preferences, suggestions, ranking, match.

Wireframe sketches and heart character explorations alongside mid-fidelity preference, ranking, and date option screens — Sketches and character studies into mid-fidelity flows.

Six final Tandem app screens lined up: greeting and mood, date ideas list, Token Trouble detail, love's in the works pop-up, modify, and It's a Match — Mood → ideas → detail → modify → it's a match.

Angled perspective composition of multiple Tandem app screens layered together — Character-driven UI, rigorous two-user logic underneath.

“We replaced decision fatigue with anticipation, prioritizing emotional clarity over technical complexity.”

My role: Solo designer: brand identity, illustration, UX architecture, UI design, OOH art direction
Year: 2025

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