For ten years, dating app Bumble has been putting power in the hands of women. Now, an in-house rebrand is refreshing that mission. Hate dating apps? We're not app fans either. But Bumble is a bit different. Founded inits unique twist is that it empowers women to make the first move. Unlike other dating apps where either person can initiate contact, Bumble flips the script in heterosexual matches by requiring women to send the opening message within 24 hours of a match, or else the connection disappears. This approach is app to encourage a more respectful and dating dating experience for all users.
Now, Bumble "bumble" ushering in a new era new a major rebrand, executed in-house by Bumble's creative studio. The rebrand includes a refreshed visual identity, new new feature entitled Opening Moves, and a global marketing campaign aimed at reinvigorating the online dating experience for women. In short, the app is dating down on its mission, with updates designed to give women even more choice and control when initiating connections. Bumble spoke to 6, female users of its app globally, agedand nearly half said having additional ways to start a conversation would improve their dating app experience.
So they've now responded by launching Opening Moves. This new feature allows women to set an icebreaker question for their matches to respond dating after being paired. Alongside the product cougar website, Bumble has unveiled a dating visual identity with a refreshed logo, colour palette, typography, and custom illustrations.
The aim is to create a more modern, playful, bumble experience reflective of Bumble's unique approach. The company is also rolling new a new app identity, which includes a new logo, bolder fonts, and refreshed colours and illustrations. Bumble has launched a multi-faceted global marketing campaign to promote the changes, featuring tongue-in-cheek messaging such as "We've changed so you don't have to" and "At last, you can stop pretending you're into wild garlic foraging.
High-impact digital and outdoor ads are running in over ten countries.
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And the campaign also features a new video shown below that recognises the exhaustion some women feel with online dating when their needs and experiences are not prioritised and the women-first solution Bumble provides.
The distinctive and self-explanatory black-and-yellow colour scheme follows through app these multifarious assets, giving the branding an energy and please click for source that really helps bring it to life. In the lead-up to the announcement, Bumble generated buzz with an AR experience featuring oversized cloud-themed beds and Renaissance-style projection mapping in London's Soho highlighting the 'tired of dating' feeling the app aims to address.
As online dating becomes increasingly central to the way modern relationships are formed, Bumble hopes its latest updates will cement its position as the platform that puts women's needs and comfort first in the search for romantic connections. Overall, with its modern new look and enhanced functionality for making the first move, we reckon Bumble has a strong chance of continuing to stand out in an increasingly crowded dating app market — especially with this new branding under its belt.
Firstly, it's been expertly executed and has a fresh, original, bumble youthful feel to it not a bad feat for a year-old app. Secondly, because the driving central concept behind it dating that puts women first is so clear and powerful, it does most of the hard work all by itself.
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