To support a shift to an international growth strategy, Soulmates required a new brand identity to allow it to stand on its own two feet, while still feeling part of the Guardian family.
MultiAdaptor‘s objective was to capture and express the personality and values of the Guardian to cut through the clutter. The brand also needed to reflect its premium positioning and be appropriate for a discerning, international audience. MultiAdaptor response is all about these simple, special connections. This positioning differentiates from competitors who trade off features like the most intelligent algorithm, or just pure volume of users.