Most dating apps measure success by how long you stay. Upward measures it by how fast you leave — the top reason members give for deleting the app is that they found someone worth deleting it for.
That’s the brand Corner Table Creative was asked to build a new face for. Match Group’s Upward relaunches this week as the home of modern courtship, with a refreshed visual identity and a campaign that treats wanting marriage as a flex rather than a confession.
Saying you want marriage is the countercultural part
Match Group’s 2026 Singles in America study found that 72% of Gen Z want to get married, more than any other generation. Roughly one in four U.S. singles ages 18–34 identifies strongly with traditional values around family, faith and community while living a thoroughly modern life.
“For a generation told to keep things casual and see where they go, saying you want marriage can almost feel countercultural,” said Lauren DeFord, Director of Brand Marketing at Match Group. “Upward members have always been clear about what they’re building toward.”
Launched in 2020 out of a community grounded in faith, family and marriage, Upward is widening the door — not softening the point.
Wanted: good manners, meaningful effort, a guy who changes tires
The campaign is called “Wanted for Life,” and it borrows the visual grammar of the old west wanted poster to celebrate the qualities members are hunting for in a lifelong partner.
The lines do the heavy lifting. “Known to change a tire, not his feelings for you.” “Often described as wifey material.”
It’s funny without being a joke about the people in it — a distinction plenty of dating brands miss.
A scrapbook with Americana in it
The new identity pairs a refined logo and app icon with distinctive typography and romantic imagery, anchored by a subtle ring-inspired detail. The reference points are personal scrapbooks and Americana, which is a warmer place to land than the clean sans-serif sameness of the category.
“We wanted Upward’s new brand to feel as intentional as the people who use it,” said Rachel Brandt, CEO of Corner Table Creative. “By pairing the intimacy of a scrapbook with the boldness of Americana and wanted posters, we made the pursuit of lasting love feel confident, human, and a little rebellious.”
Features you can’t A/B test your way into
The relaunch pushes values and timelines to the front of the app, where they’re usually buried.
Chivalry Mode is opt-in for members who want a more traditional first move: when both people opt in, he’s encouraged to message first and she decides whether to respond or politely unmatch. Marriage Timeline lets members share when they hope to marry and see who’s on a similar clock. Core Values surfaces what matters most, fast.
Nearly every Upward member ages 18–30 surveyed says they want a family, making “family” the platform’s most-selected Core Value.
Where it runs
“Wanted for Life” rolls out across paid and organic social, streaming video and audio, with additional creative featuring real Upward couples who met on the app.
Which brings the whole thing full circle: a campaign about commitment, built for an app whose best outcome is a member who never opens it again.
Learn more
Corner Table Creative
Rachel Brandt LinkedIn
Corner Table Creative LinkedIn
Upward
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