HolmanDesign positions ‘Koit’ dating app, built for intentional connection
The brand’s strategy was based on three main pillars: awareness, safety, and innovation.
Koit is a relationship management and dating app designed to help users build meaningful connections through intention and preparation, rather than endless swiping. This project was focused on creating a strategic brand positioning and visual identity that would allow Koit to stand out in a highly saturated market and quickly gain trust.
Koit, led by former Amazon executive Miller Simberg, was created to fill an apparent market gap. While professionals use CRM systems to manage business relationships, there was no equivalent tool for managing personal or romantic relationships. This insight shaped the brand’s core positioning. Koit was not presented as just another dating app, but as a relationship management tool.
Rather than emphasizing algorithm speed or match count, Koit focused on emotional readiness, thoughtful connection, and structured relationship management. The goal was to create a product that was supportive, modern, and trustworthy – especially for consumers who experience dating anxiety and busy professionals looking for meaningful relationships.
The visual identity reinforced this positioning. Inspired by Estonian mythology, where Koit represents an eternal lover who briefly meets his partner at dawn and dusk, the brand reflects depth, intention and meaningful moments.
The logo combines a speech bubble with a soft, enveloping shape, symbolizing conversation, safety, and emotional connection. The modified “Vinila” font ensures clarity and adaptability across digital platforms, while the tone of voice remains warm, clear, and encouraging.
The project deliverables included a flexible logo system, a comprehensive visual identity system, and brand assets for both the app’s user interface and marketing materials. The result was a cohesive and scalable brand system that allowed for a confident launch.
This case study demonstrates how strong strategy and design can transform a complex digital product into a clear, human-centered experience.
By addressing emotional issues such as superficial interactions, disorganization, and low trust, Koit has established itself as a credible and distinctive player in the dating app market with significant growth and adoption potential.
Credits:
All images courtesy of HolmanDesign.
