HolmanDesign has crafted a strategic brand identity for Koit, a dating app reimagined as a relationship manager. Led by former Amazon executive Miller Simberg, Koit emphasises intentionality, security, and innovation, offering users structured tools for meaningful connections. Inspired by Estonian mythology, its design reflects trust, emotional depth, and modern clarity.
In a digital landscape crowded with dating apps promising instant matches and endless swipes, Koit has emerged with a strikingly different proposition. Conceived by former Amazon executive Miller Simberg, Koit positions itself not as another dating platform but as a relationship manager — a tool designed to help people prepare emotionally, connect thoughtfully, and build meaningful relationships with intention.
This repositioning, developed in collaboration with HolmanDesign, reflects a deliberate attempt to address the shortcomings of modern dating culture. While professionals rely on CRM systems to manage business relationships, Simberg identified a glaring gap: no equivalent existed for personal or romantic connections. Koit was created to fill that void, offering structure and support in a space often defined by superficiality and speed.
A Market Saturated by Swipes
The dating app market is notoriously saturated, with platforms competing on algorithmic efficiency, match volume, and gamified experiences. Yet, for many users, these features exacerbate anxiety, foster shallow interactions, and erode trust. Koit’s strategy was to turn this model on its head. Instead of chasing numbers, it emphasises quality over quantity, encouraging users to prepare for relationships with clarity and confidence.
HolmanDesign’s brand strategy centred on three pillars: intentionality, security, and innovation. These values guided every aspect of the project, from the app’s positioning to its visual identity. The result is a product experience that feels supportive and trustworthy, particularly for busy professionals and those who find dating overwhelming.
Mythology Meets Modern Design
The name Koit carries cultural resonance, drawn from Estonian mythology where Koit symbolises an eternal lover who meets their partner briefly at dawn and dusk. This metaphor of fleeting yet meaningful encounters became the foundation of the brand’s identity.
HolmanDesign translated this symbolism into a visual language that conveys depth and emotional connection. The logo combines a speech bubble with a soft embracing form, representing conversation, safety, and intimacy. Typography was equally considered: a modified Vinila typeface ensures clarity and scalability across digital platforms, while the tone of voice remains warm, clear, and encouraging.
The design system was built to be flexible, scalable, and consistent across both app interfaces and marketing materials. Deliverables included a logo suite, a complete visual identity framework, and brand assets tailored for digital and promotional use. Together, these elements created a cohesive brand system capable of supporting Koit’s confident entry into the market.
Addressing Emotional Pain Points
Koit’s differentiation lies not only in its design but in its empathetic approach to user experience. By recognising the emotional pain points of dating — shallow interactions, disorganisation, and low trust — the app positions itself as a supportive partner rather than a transactional platform.
For users who experience anxiety around dating, Koit offers structure and reassurance. For professionals with limited time, it provides tools to manage connections with the same intentionality they bring to their careers. In both cases, the app reframes dating as a process of preparation and growth, rather than a game of chance.
Strategic Positioning for Growth
HolmanDesign’s case study demonstrates how strong strategy and design can transform a complex digital product into a clear, human-centred experience. By reframing Koit as a relationship manager, the brand avoids the pitfalls of being perceived as “just another dating app.” Instead, it establishes credibility and differentiation in a crowded market.
The emphasis on intentionality resonates with a growing cultural shift towards mindful living and purposeful relationships. Security and innovation further reinforce trust, addressing concerns about privacy and authenticity that often plague dating platforms. Together, these pillars create a foundation for sustainable growth and adoption.
Beyond the Launch
The project’s success lies in its ability to balance emotional resonance with practical utility. Koit’s identity is not only visually compelling but strategically aligned with its mission. By integrating mythology, design clarity, and empathetic positioning, HolmanDesign has enabled Koit to stand out in a competitive space.
As the app moves forward, its challenge will be to translate this brand promise into lived user experiences. If Koit can deliver on its vision of structured, intentional connection, it has the potential to redefine how people approach dating in the digital age.
A Human-Centred Future
The Koit case study underscores a broader lesson for digital products: strategy and design must work hand in hand to create experiences that are not only functional but deeply human. In a market where trust is fragile and attention fleeting, clarity and empathy become powerful differentiators.
By positioning itself as a relationship manager, Koit offers a refreshing alternative to the swipe-driven culture of modern dating. It invites users to slow down, prepare thoughtfully, and engage with intention — a proposition that feels both timely and timeless.
HolmanDesign’s work demonstrates how design rooted in cultural storytelling and emotional insight can elevate a brand beyond functionality. For Koit, this approach has created a platform poised not just to compete, but to lead a new conversation about what dating apps can and should be.
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