Purpose

To translate Once Strangers’ mission into a recognizable and trusted presence, I led the development of the Once Strangers brand identity from visual design to digital presence and activation events. Our goal was to create a brand that felt authentic, social, and culturally relevant, capturing the energy of meeting people you actually want to know, and motivating people to join in real life.

Problem

Although our early Once Strangers events validated demand for real-world connection, we lacked a distinct and trustworthy brand that could attract new audiences, convey our purpose quickly, and scale across digital and physical experiences. We needed to design a brand system that communicated authenticity, approachability, and social energy while competing in a saturated lifestyle and event.

Brand Definition

Once Strangers is an undeniable movement back to real-life connection communicated through a blend of nostalgia, intimacy, eye-catching graphics, and strong emphasis on community.

Core Attributes: Authentic · Human-first · Playful · Cool but approachable

*Market research on emerging brands like* ***Oddli (LA)*** *and* ***LAP Coffee (Berlin)*** *showed that strong, design-led storytelling could turn casual audiences into loyal communities both online and offline.*

Visual Identity

Method: Web Design, Print Design, Illustration

Tools: Adobe Illustrator, Framer, Canva, Photoshop

As lead designer, I developed a cohesive visual system that extended across web, social, and physical materials.

Logo & Typography: A serif typeface and hand-drawn illustration for a fancy yet approachable and nostalgic “anti-tech” feel.
Color Palette: Bold red and white for contrast and visibility across digital and print touchpoints.
Imagery: Editorial-style photography with a retro, film-inspired feel to evoke warmth and familiarity.

Logo & Type

Symbology

Poster Design

Graphics

Brand Activation

Method: Social Media Strategy, Influencer Partnerships, Print Design, Event & Space Design

To bring the brand to life, I designed branded elements like ice breaker cards, menu cards, and signage which were present at each event. For our social media presence, I collaborated with influencers capture and communicate the intimacy and fun of the event experiences and produce relatable dating content.

Additionally, we hosted 3 brand activation events, including a launch party for Berlin influencers, to generate organic visibility and establish Once Strangers as part of Berlin’s creative social scene.