Dating apps have become crowded, transactional, and forgettable. SURF set out to do the opposite, reviving the thrill of dating by making it feel human again. The spark of eye contact, the excitement of a chance encounter, the joy of meeting through friends. SURF exists to bring that energy back. I worked with the SURF team to position the brand as a true outlier in a sea of impersonal apps. Through strategy, tone of voice, and a bold visual identity, we built a dating app that feels playful, modern, and timeless, one that reclaims the excitement of connection and creates a unique player in the space.