Dating apps have been dominated by anonymous swiping and opaque algorithms, but CERCA is trying something different. Now given a new identity by New York studio Saint-Urbain, this proposition has a brand world to match.
CERCA is described as “a dating app that redefines modern connections by introducing people through mutual friends instead of strangers.” In an era where dating platforms are becoming increasingly transactional, CERCA is positioning itself as a more purposeful alternative, grounded in a social context of proximity, trust and sharing.
While the product has challenged category norms, its visual identity has yet to fully articulate this distinction. Saint-Urbain was brought on board to reposition the brand and create a cohesive system that could work across digital interfaces, city streets and real-world gatherings.
The new image is centered around bold typography and underpinned by restrained black and white. St. Urban said the approach aims to build “a sense of confidence and clarity that is often missing in the category”.
Rather than leaning into the pastel tones and soft-focus sentimentality common on dating apps, the system embodies CERCA’s core promise that meeting through mutual connections offers a safer, more grounded way to connect.
“CERCA doesn’t introduce strangers. It introduces people who are already in your social orbit,” said Alex Ostroff, founder and creative director of Saint-Urbain. “We wanted the brand to feel as reassuring as the idea itself. To be confident, human, and unmistakable in a public space.”
To balance the intensity of the typography, the studio introduced a system of loose line drawing illustrations. The sketches capture moments of curiosity, vulnerability and intimacy, adding warmth and emotional texture. Candid photography further embeds the brand into everyday reality, favoring intimacy over spectacle and glossy perfection.
Outdoor activities also play a central role in the promotion process. Subway posters, billboards and installations employ restraint and generous spacing, allowing illustrations and short declarative messages to cut through the visual noise. Phrases like “Connection brings security” and “Connection is what it is” reflect both the product experience and the brand’s broader belief that meaning exists in the spaces between people.
The identity is also integrated into events and nightlife through Join Our Circle, CERCA’s real-world extension. Here, a more expressive script font and warmer visual language introduce a celebratory, social tone while keeping the core system anchored.
Saint-Urbain is committed to helping CERCA transcend the conventions of dating app brands. The product they create is both confident and cultural, and successfully redefines digital matchmaking into something closer to community building.
