Feeld has introduced a new “image treatment tool” (gradients) inspired by heat mapping and auras. “We knew from the beginning that we wanted to represent the spectrum of sexuality and identity, but wanted to avoid the trope of the rainbow,” says Andrew. After many weeks working with Made Thought on different treatments made with software and code (AI was even considered), Feeld decided it needed to work with humans.
The team called on dancers, performers and actors, capturing them touching and moving in a studio. Made Thought used this footage as a base for a library of colour fields. So while the gradients might feel random, “occasionally you are rewarded with a moment of discovery when you realise you are looking at an arm, a thigh or a neck,” says Andrew.
Photographer Molly Matalon (also a Feeld member) worked with 13 members on the app’s community on a shoot in New York for the brand visuals.
For the meantime, much of the Feeld app will remain familiar to users; the new identity will begin to show up in the coming days. “The biggest part of our app update is the technology stack it’s built on, which has been reconstructed from the ground up,” Andrew explains. We’ll start to see some new features launch in 2024, enabled by that technology overhaul.
