Matching Socks and People Since Pixel One
SockNet™ isn’t just another dating app.
It’s a tongue-in-cheek social space for London’s alt crowd — hipsters, gamers, vintage lovers, and the fashionably unmatchable. The product merges real connections with real character, using nostalgia and irreverence as design pillars. My task was to develop a brand identity that doesn’t try to be "cool" — it just is. Effortlessly.
The SockNet™ identity leans into early internet aesthetics, nodding to 8-bit game culture and low-res graphics — but with a clean, structured edge.The logo features a pixelated sock — not just a quirky symbol, but a visual metaphor for what the platform does: it helps you find your lost match.
It’s bold, memorable, and intentionally imperfect.
Two fonts do all the work:Silkscreen — a pixel-style display font used sparingly for headers and accents. It injects energy and instant character. Roboto Flex — the quiet professional. Clean, variable, and adaptive — perfect for both app interface and technical docs. Together, they create a contrast between expressive fun and functional clarity — a balance the app itself mirrors.
The design system uses deep violets, acid greens, and retro aqua tones — unexpected but striking. Modular grids reflect the app’s UI logic.The branding adapts smoothly across environments: from phone screens to event flyers.
SockNet™ doesn’t take itself too seriously — but it respects its audience.From the copy tone to visual pacing, the brand was built to feel authentic to the London indie scene — not designed "for them", but "by one of them".
The final identity bridges humor with clarity, tech nostalgia with real-world usability — and becomes instantly recognizable in a sea of templated dating brands.