Zodia Brand Identity
The challenge
Born from the success of Astrology Tuesdays in the Bumble app, Zodia was a bold new venture from Bumble Inc, a standalone astrology and dating app tailored to Gen Z. The challenge? Build an entirely new brand that felt emotionally resonant, hyper-personal, and visually distinct, while staying relevant to a highly expressive, digitally native audience.
My idea
We started by diving into Gen Z-focused research to understand their relationship with astrology, identity, and dating. That insight shaped a brand that felt intuitive, intimate, and ever-changing, just like your birth chart. We developed a flexible visual system that gave each zodiac sign its own personality: a custom colour palette based on elemental groupings (fire, earth, air, water) and a variable logo system that shifted by sign. We brought this to life across the entire brand ecosystem, from bespoke in-app badges and CRM to social content and elemental photography. The art direction for the photography and the personalised in app badges was mine from concept to execution, creating a distinct identity that felt personal, mystical, and joyful.
My role
I created visual identity development from start to finish, crafting the logo, type rules, art direction, and the beginning of the UI designs. I art directed the launch shoot in Australia, writing styling, casting and location briefs and collaborating with local teams to capture Gen Z’s energy through every frame. I partnered closely with product to ensure the UI felt expressive without sacrificing usability. I then became the brands guardian for the entirety of the roll out, leading our junior designers and approving their work.
The impact
The launch generated buzz across social and press, with the brand celebrated for its originality and depth. The Astrology Tuesday’s campaign also drove measurable product impact: Tuesday DAUs consistently outperformed, culminating in Bumble’s highest ever observed DAUs of 7.4M on August 9th 2023. The second round of Astrology Tuesdays drove a further 2.1% increase in DAUs and a positive lift in female 'Yes' votes.
Project Team: Creative Director: Luke Crisell, Associate Creative Director: Aimée Hunt, Design Lead: James Hannaford, Senior Designer & Art Direction: Chloe Livesey, Graphic Designer: Hannah Norland, Copywriters: Amber Roberts & Marisa Dipre, Project Manager: Beth Morrison & Maddie Braidwood, Photographer: Charlie Hawks
