Match Group’s Upward relaunches with modern courtship focus on marriage-minded dating
MTCH•MTCH•MTCH•MTCH•The brand overhaul introduces a new visual identity, created with Corner Table Creative, backed by the “Wanted for Life” marketing campaign.
The product refresh adds opt-in Chivalry Mode, Marriage Timeline, and Core Values to surface intentions earlier in matching.
The relaunch targets Gen Z demand for marriage, citing Match research showing that 72% of Gen Z want to get married.
Match Group’s Upward relaunched as a marriage-focused dating app positioned as the “home of modern courtship.”
