Bumble Identity Refresh

I was the lead senior designer on the Bumble brand refresh - a bold, empowering evolution of our identity that wasn’t afraid to stand out (we didn’t pick a new yellow, we picked 13!).

The goal was to own the colour, and create a brand world that felt confident, expressive and adaptable. I helped shape the new look and feel from the ground up: from concepting to building out a refined colour system, giving creative feedback on the new logo and type, setting illustration and design systems, and crafting principles that could flex across brand, product, and campaign.

 

I collaborated closely with cross-functional teams and led designers through the global rollout, ensuring the refreshed identity landed consistently in all markets. The refresh culminated in one of the biggest campaigns in Bumble’s history, spanning OOH, digital, social, and in-app across the world.