O0 flips the dating coin with a Hily brand makeover that speaks volumes about diversity, authenticity, and self-worth.
Dating is hard. In fact, it sucks. What starts out chill and fun can quickly spiral into a sweaty-palmed, snap-judging experience. So when Hily, with its 35M+ users, came to us, we saw a chance to shake up the online dating scene—making it more real, inclusive, and safe.
The problem other dating apps ghost
Dating apps promise freedom, choice, and control. But in reality, they often miss the mark. Swiping tricks you into thinking you’ve got endless options, profiles become auditions, and meeting someone new starts to feel like browsing a clearance rack—what we call relationshopping.
Beneath the polished UX, most platforms create pressure cookers filled with fake-ish personalities and plastic photos. Users end up curating algorithm-friendly versions of themselves—polished, filtered, and, honestly, dull.
The frustration is very real. Over 90% of Gen Z report being unhappy with dating apps (Savanta Research Company), with some even calling the experience soul-crushing. Nearly half of young adults in the U.S. are single—34% of women, 63% of men—and many aren’t actively looking for a relationship (Pew Research Center).
We saw a chance to break dating free from the endless swipe, ditch the “Amazon Prime for humans” mindset, and build a brand rooted in inclusivity, diversity, and self-worth.
Anti-fake, social discovery app
The mission was clear: make matching lovable again. That meant rethinking not just the look, but the voice. Most apps pitch quick fixes, leaving users lonely. Hily flips the script: dating becomes social, flexible, and fun. Chemistry sparks naturally instead of under pressure.
Inclusive features and community-driven spaces turn Hily into an anti-fake, no-stress social discovery app—helping people meet without pretense.
You are enough on Hily
At the heart of the rebrand is a simple philosophy: You are enough. Hily celebrates quirks, flaws, passions, and those random late-night thoughts you can’t help but share. No catfishing. No polishing yourself into something shinier.
"You are enough just as you are—your tastes, your hobbies, your quirks. Enough with each person you meet, enough in every moment, enough on your own terms. Whatever you bring, whatever you choose to be, you are enough on Hily."
This belief became the foundation of the verbal identity. The Hily voice feels like chatting with a friend who hypes you up—open, playful, fresh, never try-hard. Light when it fits, thoughtful when it counts. Always human. Always smiling between the lines.
Basically, Hily says, “Let's find out how amazing you are.” Being enough means you already have everything you need to shine, and your effort goes toward finding new people rather than building something fake. As a tool, Hily helps you uncover the gem you are and present it authentically, instead of creating a facade disconnected from the real you.
Visual and verbal match
The visual language we’ve created doesn’t chase perfection; it celebrates beauty in its raw form. Shapes are impulsive rather than stamped, colors speak rather than shout, elements are relaxed rather than tense, and fonts reflect personality rather than seeking approval—just like we want it in real life.
The logo—a loose, spontaneous heart—captures this ethos. The blobby “H” and the animation of two separate elements blending together serve as a subtle metaphor for finding love in a laid-back, casual way.
Credits
Studio: O0
Art Director: Eugene Nechiporchuk
Designer: Daniel Sun
Motion Designer: Artem Tamarkin
Project Manager: Stefaniia Vereitsi
Brand Strategist: Julia Kolesnyk
Written by O0
O0 flips the dating coin with a Hily brand makeover that speaks volumes about diversity, authenticity, and self-worth.
Dating is hard. In fact, it sucks. What starts out chill and fun can quickly spiral into a sweaty-palmed, snap-judging experience. So when Hily, with its 35M+ users, came to us, we saw a chance to shake up the online dating scene—making it more real, inclusive, and safe.
The problem other dating apps ghost
Dating apps promise freedom, choice, and control. But in reality, they often miss the mark. Swiping tricks you into thinking you’ve got endless options, profiles become auditions, and meeting someone new starts to feel like browsing a clearance rack—what we call relationshopping.
Beneath the polished UX, most platforms create pressure cookers filled with fake-ish personalities and plastic photos. Users end up curating algorithm-friendly versions of themselves—polished, filtered, and, honestly, dull.
The frustration is very real. Over 90% of Gen Z report being unhappy with dating apps (Savanta Research Company), with some even calling the experience soul-crushing. Nearly half of young adults in the U.S. are single—34% of women, 63% of men—and many aren’t actively looking for a relationship (Pew Research Center).
We saw a chance to break dating free from the endless swipe, ditch the “Amazon Prime for humans” mindset, and build a brand rooted in inclusivity, diversity, and self-worth.
Anti-fake, social discovery app
The mission was clear: make matching lovable again. That meant rethinking not just the look, but the voice. Most apps pitch quick fixes, leaving users lonely. Hily flips the script: dating becomes social, flexible, and fun. Chemistry sparks naturally instead of under pressure.
Inclusive features and community-driven spaces turn Hily into an anti-fake, no-stress social discovery app—helping people meet without pretense.
You are enough on Hily
At the heart of the rebrand is a simple philosophy: You are enough. Hily celebrates quirks, flaws, passions, and those random late-night thoughts you can’t help but share. No catfishing. No polishing yourself into something shinier.
"You are enough just as you are—your tastes, your hobbies, your quirks. Enough with each person you meet, enough in every moment, enough on your own terms. Whatever you bring, whatever you choose to be, you are enough on Hily."
This belief became the foundation of the verbal identity. The Hily voice feels like chatting with a friend who hypes you up—open, playful, fresh, never try-hard. Light when it fits, thoughtful when it counts. Always human. Always smiling between the lines.
Basically, Hily says, “Let's find out how amazing you are.” Being enough means you already have everything you need to shine, and your effort goes toward finding new people rather than building something fake. As a tool, Hily helps you uncover the gem you are and present it authentically, instead of creating a facade disconnected from the real you.
Visual and verbal match
The visual language we’ve created doesn’t chase perfection; it celebrates beauty in its raw form. Shapes are impulsive rather than stamped, colors speak rather than shout, elements are relaxed rather than tense, and fonts reflect personality rather than seeking approval—just like we want it in real life.
The logo—a loose, spontaneous heart—captures this ethos. The blobby “H” and the animation of two separate elements blending together serve as a subtle metaphor for finding love in a laid-back, casual way.
Credits
Studio: O0
Art Director: Eugene Nechiporchuk
Designer: Daniel Sun
Motion Designer: Artem Tamarkin
Project Manager: Stefaniia Vereitsi
Brand Strategist: Julia Kolesnyk
Written by O0
Further Reading
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