Hinge
Role: Art direction, strategy, and asset design
Team: Branding/Marketing
Overview
At Hinge I worked on a variety of high-converting projects – creating several sub-brands that sat under the umbrella of Hinge’s primary style guide. I also commissioned and art directed talented illustrators and photographers.
Branding for Hinge’s Ghost Stories podcast – creating a clickable modular identity based directly on best conversion practices for podcast covers.
The podcast release resulted in the highest number of international and LGBTQ+ Hinge downloads to date of its publication.
Illustration Art Direction & Onboarding System
A rewarding part of my job was working with talented freelance contributors on commissioned assignments. Our illustration style guide was complex. And in order to both assess alignment for hiring, as well as get an illustrator up to speed during the hiring process, I developed an illustration onboarding assignment that both taught and tested at the same time. I also worked closely with our legal team to develop a nuanced assignment contract, and to ensure applicants were paid for their test time. The system consistently delivered an excellent art direction/contractor relationship from the get-go, efficiency, and beautiful final work.
The following illustrations were created by Aster Hung.
Test result of front-view woman next to lamp by illustrator Aster Hung
Hingie Horoscopes Social Series
Branding for our cheeky series of rude horoscopes. This work was created before Instagram allowed certain types of motion files in stories. And so I came up with a stop-motion UX concept, where a user would flick through each of the 12 instagram story slides posted at the same time, and in doing so, would move a gold highlight square around the horoscope wheel like a physical flipbook. The combined action resulted in the illusion of a sleek animation and was a visually striking, unique way to experience a story.
Photo art direction work for The Hingie Store
