Subtext
PUBLICATION DESIGN
A promotional identity for a dating‑app startup inspired by the unspoken social codes of Pride and Prejudice.
THE CONCEPT
Subtext explores the parallels between the unspoken rules of courtship in Pride and Prejudice and the subtle signals that shape modern dating culture. Inspired by the coded gestures, expectations and social etiquette present in Austen's world, the project reinterprets these ideas through the lens of a contemporary dating-app startup. The identity centres on the notion of what remains unsaid, encouraging audiences to look beyond surface-level interactions and uncover the hidden meanings, intentions and expectations that often exist beneath digital communication. By combining themes of romance, curiosity and discovery, the campaign creates a playful yet thoughtful reflection on the complexities of modern relationships.
THE IMPLEMENTATION
The promotional identity was realised through an interactive publication designed to physically reveal layers of information. Tracing-paper inserts covered in ink splashes and saddle-stitched throughout the book create transparent overlays that symbolise the subtle signs and hidden meanings present in dating culture. A French-fold section containing a fold-out fortune teller introduces a nostalgic and playful element that appeals to the target audience of 18–25-year-olds. A custom letter opener is used to tear and reveal content concealed beneath the tracing-paper layers, transforming the publication into a tactile experience of discovery. A QR code embedded inside the fortune teller extend engagement beyond print, connecting audiences directly to the digital platform and linking the physical identity with the app experience.
Let’s make something fun together
+61 418949939
Subtext
PUBLICATION DESIGN
A promotional identity for a dating‑app startup inspired by the unspoken social codes of Pride and Prejudice.
THE CONCEPT
Subtext explores the parallels between the unspoken rules of courtship in Pride and Prejudice and the subtle signals that shape modern dating culture. Inspired by the coded gestures, expectations and social etiquette present in Austen's world, the project reinterprets these ideas through the lens of a contemporary dating-app startup. The identity centres on the notion of what remains unsaid, encouraging audiences to look beyond surface-level interactions and uncover the hidden meanings, intentions and expectations that often exist beneath digital communication. By combining themes of romance, curiosity and discovery, the campaign creates a playful yet thoughtful reflection on the complexities of modern relationships.
THE IMPLEMENTATION
The promotional identity was realised through an interactive publication designed to physically reveal layers of information. Tracing-paper inserts covered in ink splashes and saddle-stitched throughout the book create transparent overlays that symbolise the subtle signs and hidden meanings present in dating culture. A French-fold section containing a fold-out fortune teller introduces a nostalgic and playful element that appeals to the target audience of 18–25-year-olds. A custom letter opener is used to tear and reveal content concealed beneath the tracing-paper layers, transforming the publication into a tactile experience of discovery. A QR code embedded inside the fortune teller extend engagement beyond print, connecting audiences directly to the digital platform and linking the physical identity with the app experience.
Let’s make something fun together
+61 418949939
Subtext
PUBLICATION DESIGN
A promotional identity for a dating‑app startup inspired by the unspoken social codes of Pride and Prejudice.
THE IMPLEMENTATION
The promotional identity was realised through an interactive publication designed to physically reveal layers of information. Tracing-paper inserts covered in ink splashes and saddle-stitched throughout the book create transparent overlays that symbolise the subtle signs and hidden meanings present in dating culture. A French-fold section containing a fold-out fortune teller introduces a nostalgic and playful element that appeals to the target audience of 18–25-year-olds. A custom letter opener is used to tear and reveal content concealed beneath the tracing-paper layers, transforming the publication into a tactile experience of discovery. A QR code embedded inside the fortune teller extend engagement beyond print, connecting audiences directly to the digital platform and linking the physical identity with the app experience.
THE CONCEPT
Subtext explores the parallels between the unspoken rules of courtship in Pride and Prejudice and the subtle signals that shape modern dating culture. Inspired by the coded gestures, expectations and social etiquette present in Austen's world, the project reinterprets these ideas through the lens of a contemporary dating-app startup. The identity centres on the notion of what remains unsaid, encouraging audiences to look beyond surface-level interactions and uncover the hidden meanings, intentions and expectations that often exist beneath digital communication. By combining themes of romance, curiosity and discovery, the campaign creates a playful yet thoughtful reflection on the complexities of modern relationships.
Let’s make something fun together
+61 418949939