Matt Jensen

Design Direction

1. Hinge Brand Book: 
‘How We Do Things’Global
Winter 2024
HingeHinge is obsessed with principles—so much so they asked me to design a book about them. How We Do Things tells the story of the key ideas that guide just about everything Hinge does, from hiring and product to working as a team and setting goals.



Form Meets Principle

Every detail was considered in the creation of the book—including its French exposed thread binding. By leaving the spine visible and the stitching exposed, the book lays flat and reveals how it’s held together. It’s a quiet metaphor for how Hinge operates: with transparency, clarity, and intention in how ideas—and people—connect.





Hinge’s brand colors are inspired by nature—the setting where connection blossoms and great dates unfold—and throughout the book, they mark each of Hinge’s four core principles.


A Living Document

This book isn’t just a snapshot—it’s a tool, a conversation starter, and an open invitation. Hinge put their principles on paper not because they’re perfect, but because they matter. Their culture is shaped by those who show up, ask questions, and keep improving. It’s intended to be used, marked up, personalized—and when the time comes, help shape what comes next.

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©2025

matthewgregoryjensen@gmail.com