DEVELOPMENT SKETCHES For an in depth look at the development process, including design decisions, please see the ‘campaign development’ PDF. Brief: Create a campaign targeting students, which promotes Bumble as a complete social networking app where users can not only find a romantic partner, but also a friend or a business partner. Aim: To stay on brand, keeping the brand’s colours and key guidelines consistent to create a realistic campaign. Key features: The hexagon shape The three pre existing colours Flat vector design Female focused design Quickly the honeycomb imagery became a focal theme so I began developing three icons that would slot together. The hand imagery came from the purpose of Bumble, to connect with a perfect match.
Polly Vadasz
259578
YCN - BUMBLE
LAU603
Polly Vadasz
259578
YCN - BUMBLE
LAU603
FINAL ELEMENTS The campaign uses Bumble’s existing colour palette for each icon, but also a gradient which represents Bumble as a sum of three parts, however the original yellow remains at the centre. The gradient is bold, eye catching backdrop to apply the icons which also work in white as they use negative space.
GOTHAM BOLD ITALIC
The font is from their original branding guidelines, which I asked for and downloaded to keep the campaign as consistent and realistic as possible.
The following pages are the presentation boards I submitted to YCN, followed by an evaluation.
Polly Vadasz
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YCN - BUMBLE
LAU603
Polly Vadasz for Bumble
PLATFORM ICONS Bumble’s key branding elements are at the forefront of this campaign. The aim is to maintain the modern, punny visual that users know and love, while showcasing how the app has diversified.
Bumble is a means of helping people connect, and now in three distinct areas. This is represented by the universal ways that best friends, lovers and business partners physically connect. The honeycomb logo was a strong, identifyable element to work with, and new iconography could be applied while maintaining the distinctive logo shape. The three icons also slot together harmoniasly to again reinforce the honeycomb visual. These negative space icons work in colour and reversed, cohesive with the original hive logo.
Polly Vadasz for Bumble
PLATFORM ICONS The campaign proposes the use of a gradient to unify Bumble as the sum of three platforms, however they can be presented in their separate colours for other uses.
Polly Vadasz for Bumble
UNDERGROUND POSTER This poster has the quirk of slightly hiding the three icons, relying on the additional campaign advertising and strong iconography to be immediately recognisable to passers by regardless.
Polly Vadasz for Bumble
BUS SUPERSIDE This concept, along with the billboard, builds the visual of an extensive, buzzing community (or hive) of people to connect with. The gradient is eye catching, while the white space contrasts to still draw attention to the logo and tag line.
Polly Vadasz for Bumble
BILLBOARD The billboard includes the IOS and Android icons, and as the largest advertisement, informs the widest group of viewers that Bumble is an app.
Polly Vadasz for Bumble
VIDEO ADVERT The main video advert is fast paced and should be set to pulsing music to mimic the movements of the icons. It’s fast paced colourful imagery should be eyecatching, short and sweet, which is ideal for Youtube advertising.
Icons pulse then switch into the next
The end screen remains on brand with the original Hive logo, and has download buttons - again, ideal for Youtube.
‘Find your’ remains still while the three platforms zoom in from the right
The gradient washes over, exposing the end screen and download buttons
Polly Vadasz for Bumble
INSTAGRAM GIF These simple GIFs can pop up as 5 second adverts, be used for social media content when talking about each platform and be incorporated into the app itself as a loading screen. The simplicity is modern and versatile.
The heart pulses
Polly Vadasz for Bumble
The infinity sign draws itself
The sparks sparkle
Thank You.
Polly Vadasz for Bumble
I have created new imagery to represent Bumble as the sum of three platforms that are distinct yet come together as one, as seen in the way the icons are laid out as a three. The campaign is practical because it respects and compliments the existing brand guidelines, such as playing off the ‘bumble bee’ vibe with suitable slogans ‘Join the hive’ and ‘bizzness partner’ and again the honeycomb format. The outcome is hopefully gender neautral but the decision to keep the ‘extra’ elements within the icons (sparks/heart/infinity sign) was to keep them fun, a factor directly influenced by the target audience of female students. There were two main challenges, first applying the elements to advertising, considering layout and consistency. To help, I kept the elements the same, but in different forms, so as to showcase a unified
Polly Vadasz
campaign. The layout formula is consistent which helped me build each piece. White space draws attention to the logotype and is contrasted with vibrant colour at a ratio of about 70/30. I also had to independently re learn how to use after effects by watching tutorials. As well as refreshing my memory I learned new tricks, such as moving a gradient, which happens in the video, and converting footage into GIFs. I enjoyed the short brief, and although I could have done a lot more with animation had I more time, I was forced to design efficiently by creating rules which ultimately benefited the project and my understanding of deisgn.
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YCN - BUMBLE
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