Just because the likes on Cerca are anonymous doesn\u2019t mean the visual identity had to be too. When one uses Cerca, they\u2019re more likely to connect with people they tangentially know, which has fed into Saint Urbain\u2019s taglines \u2018making love easy to find\u2019 and \u2018fewer matches, better connections\u2019. Visually, the branding mirrors that \u2013 expressive and human, a world full of mutuals rather than strangers. Saint Urbain were careful to not turn those ideas into messaging about safety or the morality of using dating apps, opting for lighter visuals: rabbits, figures made of pink clouds and drawings that allow people to paste themselves onto the characters.<\/p>\n
\u201cThe illustrated characters and animals are intentionally silly, loose and very human. They represent the personalities you actually meet through mutuals,\u201d says Alex. Saint Urbain developed Heart Boy, a flexible motion graphic that could exist as chrome, clouds, fur, bubbles, grass or galaxies. The agency also makes great use of text-based animation to create motion out of the word \u2018cerca\u2019, baking the ethos across the whole project. \u201cEach version represents a different social circle or micro-community. Within every small group of mutual friends, there\u2019s its own universe, its own vibe,\u201d says Alex.<\/p>\n","protected":false},"excerpt":{"rendered":"Just because the likes on Cerca are anonymous doesn\u2019t mean the visual identity had to be too. When…\n","protected":false},"author":2,"featured_media":318627,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[442,498,499,500,501,156,111,139,69],"class_list":["post-318626","post","type-post","status-publish","format-standard","has-post-thumbnail","category-arts-and-design","tag-arts","tag-arts-and-design","tag-artsanddesign","tag-artsdesign","tag-design","tag-entertainment","tag-new-zealand","tag-newzealand","tag-nz"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/318626","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=318626"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/318626\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/318627"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=318626"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=318626"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=318626"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}