Bumble Brand Identity
The challenge
Bumble was evolving and ready to redefine what a bold, empowering dating brand could look like. The challenge? Refresh the global identity to feel more confident, expressive, and adaptable, while staying unmistakably Bumble. We didn’t just pick a new yellow, we picked thirteen. The concept was to own the colour and build a vibrant brand world around it. We developed a refined colour system, updated logo and type, and a flexible illustration and design language that could stretch confidently across brand, product, and campaign.
My idea
The identity started with listening. I pulled key themes from in-depth audience interviews, identifying how people felt about Bumble, what they loved, what felt outdated, and what they wanted more of. From this I came up with 5 creative routes - with which a bold, empowering creative direction emerged: one that felt confident, expressive, and ready to evolve. I also introduced illustration as a core brand asset, an approach I originated and owned from concept through to creating guidelines. The result was a vibrant, flexible brand world designed to connect across product, brand, and campaign.
My role
As lead senior designer, I helped shape the new identity from the ground up. I led the concepting, building out moodboards and creative routes, I then helped build out the colour system, provided creative direction on the logo and type, and developed design and illustration systems with scalable principles. I collaborated with cross-functional teams and led designers through a global rollout to ensure consistency across all markets.
The impact
The refresh culminated in one of the biggest global campaigns in Bumble’s history—spanning OOH, digital, social, and in-app. It helped Bumble cut through in a saturated category. Ads were described as “cool” and “aesthetic,” with 63% of people finding them eye-catching, stylish, and relatable. The global relaunch campaign, where I led Misha and Hanna on design achieved over 286.7M impressions, reaching 21M+ unique users. Total registrations increased by 6%, including a 9% uplift in male registrations. Bumble also secured nearly 1,000 press hits globally, with 78% exclusive coverage and 98% neutral or positive sentiment. Share of voice rose by 10%, reinforcing our positioning against competitors.
Project Team: Creative Director: Luke Crisell, Design Director: James Hannaford, Senior Designer: Chloe Livesey, Copywriter: Jenna Morrissey, Project Manager: Vicky Wroe
