branding + creative direction

tinderpoint

When Tinderpoint started out as RingJohn in 2002, the company consisted of John working at his kitchen table.
Fast forward a decade, and John’s solo operation had grown to 15ish people.

Much as they love puns, RingJohn was starting to feel a bit too… John-focused.
After much debate, they've settled on "Tinderpoint".

Just as they were about to unveil the new identity to the world, an app with a novel twist on dating started making the rounds of US college campuses.

Look guys,” said John. “This will only ever become an issue if that dating app gets so big – I mean Facebook big – that it completely hijacks the word “tinder”, making it synonymous with casual dating forever.