Singapore – Online dating application Bumble has unveiled a refreshed visual identity and a new global marketing campaign as part of its continued efforts to make dating better for women.
As part of its refreshed brand identity, Bumble is rolling out a new logo, bolder fonts, and refreshed colours and illustrations for its app. This refreshed app identity comes after Bumble’s commissioned survey showed that 75% of women consider the look and feel of the dating app important to their overall experience, and 65% stated that visual identity can make dating apps easier to use.
This new brand identity coincides with the dating app’s expansion of its signature ‘Make The First Move’ functionality with the launch of Opening Moves.
Opening Moves is a new feature that gives women the option to set a question that their matches can respond to, adding more ways to open a conversation while keeping women in control. Women can use one of Bumble’s recommended Opening Moves, or craft their own. With this, the dating app is giving women more choice in how they make their romantic connections.
This brand and product evolution marks a pivotal moment for Bumble, brought to life by a global marketing campaign. Utilising high-impact digital and physical out-of-home (OOH), Bumble launched their campaign in more than 10 countries with messaging such as ‘We’ve changed so you don’t have to’.
Additionally, Bumble’s campaign includes a video 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.
Bumble teased the global launch with a Renaissance-style campaign hinting at the fatigue some women feel from online dating. This teaser campaign also featured larger-than-life cloud-themed beds via augmented reality, nodding to the campaign’s tired theme, short-form content, projection mapping of the ads onto landmark locations, and social media memes.
The campaign also features ‘Flip It’, a video hinting at the new changes coming up to enhance women’s online dating experiences while still keeping them in control.
Bumble’s global campaign efforts and new app designs were all executed in-house through their Creative Studio.
Selby Drummond, chief marketing officer at Bumble, explained, “We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating lives, and with the launch of Opening Moves, Bumble is continuing to put women’s experiences first.”
She added, “With this new global campaign, we wanted to take a fun, bold approach to celebrating the first chapter of our app’s evolution and remind women that our platform has been solving for their needs from the start. As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship.”
