Felipe Corrêa Holman Designs Minimalist Branding for Koit Dating App

On February 19, 2026, designer Felipe Corrêa Holman unveiled branding for Koit, a dating application targeting professionals. The project was initiated by former Amazon executive Miller Simberg, who identified a need for relationship management tools similar to business CRM systems. Holman developed a visual identity that emphasizes intentionality and emotional preparation, contrasting with typical dating platforms that prioritize rapid matching. The app's name derives from Estonian mythology, referencing a figure symbolizing enduring love. The logo merges a speech bubble with an embracing shape to convey safe communication and connection. A modified Vinila typeface was selected for clarity on digital screens, paired with a calm color palette avoiding aggressive reds. The brand strategy is built on pillars of intentionality, security, and innovation, positioning Koit as a structured tool for managing romantic relationships rather than a game-like experience. Deliverables included a flexible logo system and user interface assets, all designed to foster trust and reduce dating anxiety in a crowded market. This case study demonstrates how strategic design can reposition a product by addressing issues of shallow interactions and disorganization.