Bisou: A Logo and a Pitch Deck for an Astrology Dating App

Client: Bisou (pitching to Match Group)

What I made: Logo, brand concept, and the full pitch deck

The starting point: A heart and a star, and a request for something whimsical and hand drawn

The brief

Bisou is a dating app built on astrology. Instead of asking what you like, it scores how two people match across a handful of categories, things like Sizzle, Magic, Long-term Potential, Karmic Glue and a Danger Meter that tells you how much trouble you're getting into.

The team was pitching it to Match Group, and they needed a brand and a deck that made the whole thing feel real before there was much to show. They came with a heart and a star as the starting idea, and a feeling: whimsical, hand drawn, with texture, a mix of photography and illustration. Think tarot cards.

The logo

The wordmark has a heart dotting the i and a star sitting on the o, with one arc swinging from one to the other like a shooting star's path.

I tried it in three typeface pairings. Chloe Baskerville is heavy and confident, Bellefair is lowercase and quiet, and Berkshire Swash with Dancing Script is the flirty one, with curls on the B. Each one made a different app, which is why I kept all three in play for the concept work.

The heart is what makes it Bisou. Everyone understands what a heart is and what it represents, but we wanted to change it into something ownable. So we curved a fraction of it to resemble more of a crescent moon shape, to align it with the star for the astrology concept.

Three directions

I built three full concepts, each one leaning into a different piece of the brief.

Concept 1: Blood moon

Black paper texture, a deep blue night sky, and a big orange-red moon with hand-drawn stars scratched over it. Two little line-drawn figures sit on the clouds, one small and one much larger. The wordmark in cream is huge, and the arc runs right across the photo.

The second slide keeps the same materials and adds a teal panel with a black star cut against a gradient heart, so the logo's two symbols get to be a graphic on their own.

This is the one we went with.

Concept 2: The tarot flower

Colorful, almost folk-art shapes for the video cover, with a heart and star in stained glass colors. Inside, the compatibility categories became petals on a flower, with a sun-orange circle in the middle called The Modern Method. This direction relied on flatter, layered shapes that kept it smooth and a little more technical for a dating app. This was more of an in-between concept of the typical dating apps already live and astrological flare.

Concept 5: Sunset line art

One continuous black line drawing of two people holding each other, drawn over a pink and orange sunset on the water. Softer, warmer, and a lot more romance-novel than the others. This one was the option closest to the dating apps that are currently out in the world.

Why the blood moon won.

My client was not looking for the typical dating app vibe. Elements like textures, hand drawings, collage feel, etc made them feel like they were putting the astrology first, which was a value they were dedicated to. This turned out to be the right call, because in the end the app evolved into something that was astrology first, meeting people second. This was also a free app designed to make money in other ways other than making people pay for matches. They knew this type of app wouldn't resonate with their target audience of astrology believers.

The app

The compatibility score lives in a little flower badge on each profile. It's a 92 in the mockup, with the five petals wrapped around the number in the brand's colors. This was made to resemble a lotus, which is closely related to the Hindu astrology model they used for the app. They gave me an initial concept, and we worked it into a unique design.

The result

The deck landed the pitch with Match Group. You can currently download and use the app on the App Store to meet new people, find events in your area, and just keep tabs on your horoscope if you choose. The app design has evolved since this first concept, but the logo and spirit of it are still very much intact.