Soft Launch is built around a simple idea: meeting someone should be able to happen in real life. Using tangible cards, Soft Launch gives people a new way to make the first move — or make it for someone they know. The identity needed to feel elevated and editorial, but never expected. While the initial direction leaned neutral, we explored a bolder use of color to give the brand an element of surprise and make it more memorable. The domino became the perfect symbol for the idea behind it all: it starts with one. One card, one move, one connection and from there, you let things fall into place.