Koit Dating App Case Study

Koit is a relationship manager and dating app designed to help users build meaningful connections through intention and preparation rather than endless swiping. This project focused on developing a strategic brand positioning and visual identity that would allow Koit to stand out in a highly saturated market while building trust quickly.

Led by former Amazon executive Miller Simberg, Koit was created to fill a clear market gap: while professionals rely on CRM systems to manage business relationships, no equivalent tool existed for managing personal or romantic relationships. This insight shaped the brand’s core positioning. Koit was not introduced as another dating app, but as a relationship manager.

The brand strategy centered on three core pillars: intentionality, security, and innovation. Instead of emphasizing algorithm speed or match volume, Koit focused on emotional preparation, thoughtful connection, and structured relationship management. The goal was to create a product experience that felt supportive, modern, and trustworthy — particularly for users who experience anxiety around dating and for busy professionals seeking meaningful relationships.

The visual identity reinforced this positioning. Inspired by Estonian mythology where Koit represents an eternal lover meeting their partner briefly at dawn and dusk, the brand reflects depth, intention, and meaningful moments. The logo combines a speech bubble with a soft embracing form, symbolizing conversation, safety, and emotional connection. A modified Vinila typeface ensures clarity and scalability across digital platforms, while the tone of voice remains warm, clear, and encouraging.

The project deliverables included a flexible logo system, a complete visual identity framework, and brand assets designed for both app UI and marketing materials. The result was a cohesive and scalable brand system that enabled a confident go-to-market launch.

This case study demonstrates how strong strategy and design can transform a complex digital product into a clear, human-centered experience. By addressing emotional pain points such as shallow interactions, disorganization, and low trust, Koit established itself as a credible and differentiated player in the dating app market, with strong potential for growth and adoption.