Bumble Date: Relaunch – John Hughes

Bumble Date:

Relaunch

In April 2024, Bumble Inc. relaunched its main app: Bumble Date.
To accompany new initiatives and product features for the relaunched Bumble Date, the global creative studio at Bumble Inc. undertook sweeping changes to the core of the Bumble Date brand. I was in charge of envisioning and executing a new motion identity for Bumble Date.

Making The Next Move

The first phase of developing Bumble Date's new motion identity was starting with our previous motion ID, and thinking about what we wanted to do differently. The new identity would deemphasize soft transitions and movements in favor of big, bold, high-energy animations to promote the excitement of the relaunched product.

When Bumble launched in 2014, it broke ground in the dating category by offering an alternative to competitors with its kind and thoughtful approach. Its motion identity reflected these themes with soft, relaxed, seamless movements and transitions.

For Bumble’s brand relaunch in 2024, we wanted to shake up the preconceptions of our brand at its foundations. To show our customers that we were bringing something new to the table, we wanted to inject dynamics like speed, scale, and color in new ways.

Rethinking the way that our graphics move was a key step in our motion identity refresh. I designed new ease toolkits to demonstrate how we would tighten our speed and value curves to give our animations bursts of energy.