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Hinge

Re-energizing LGBTQIA+ daters through the subversion of “labels”

In 2025, dating is hard. But Hinge is committed to making it easier.

Every year, Hinge’s team of PhD researchers and behavioral scientists undergoes extensive research to understand the challenges their communities face—especially those that are typically underrepresented. The results of that research are released to the public through their annual D.A.T.E. Reports.

This year, we stepped in to help Hinge establish a new visual identity for these reports, starting first with their 2025 LGBTQIA+ edition, “Love Beyond Labels.”

“Love Beyond Labels” explores how daters are tired of defining themselves through categories, and are experiencing “label fatigue.” Instead, daters are increasingly embracing label-fluidity. Because while terms like “masc” and “femme” can help describe who we are attracted to, daters are discovering that chemistry and connection matter more than categories.

The goal? To visualize the report’s nuanced stories, data, and advice through visual language that embodies the spirit of label fluidity and the LGBTQIA+ community, while also substantiating the value that Hinge brings to this community, and the authority they carry in the dating category.

In collaboration with the D.A.T.E. Report team at Hinge, we developed an editorial design system inspired by the structure and adaptability of a magazine. Built for flexibility, the system evolves with each issue’s theme—balancing visual structure with engaging storytelling. It brings to life rich data visualizations, real quotes from LGBTQIA+ daters, and shares guidance from Hinge Experts on navigating the dating landscape. As the cherry on top, we introduced a playful, universal design element: the labelmaker. More than just a visual device, it served to both highlight and cleverly subvert the idea of labels themselves.

While terms like “masc” and “femme” can help describe who we are attracted to, daters are discovering that chemistry and connection matter more than “labels.”