Strategy — Tandem

Strategy

Queer, But Not Queer-Branded

Tandem is designed to sit naturally within everyday life. It does not signal queerness; it makes space for it.

Tandem means working side by side. In Korean, the Hanja character 人 is pronounced 인 (in) and symbolizes “person” or “human.” At the end of the day, it points to something simple: we are people, too.

The identity draws from the clarity of queer pins and protest signs—direct, minimal, legible—translating them into a more neutral, subtle form through restrained color and typography.

Tandem is defined by its subtlety, both in how it looks and how it works.

Profiles are minimal, showing only interests, preferred interaction level, and pronouns, with no requirement to declare sexual identity or signal status.

Activities are simple, everyday plans rather than hosted events, and participation does not require interaction or commitment.

A calm, restrained visual language that avoids defining queerness, giving users space to define themselves on their own terms.

SVA MFA Design / Designer as Entrepreneur Program

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