Soulmates is one of the UK’s longest running online dating brands and is a flagship commercial business of the Guardian. To support a shift to an international growth strategy, Soulmates required a new brand identity to allow it to stand on its own two feet, while still feeling part of the Guardian family. My objective was to capture and express the personality and values of the Guardian, which included a new logo, custom typeface, imagery, copy and iconography — an entire brand toolkit.