Bumble rebrand the first step to make dating better for women [Video]

Bumble, the women-first dating app, has unveiled a brand identity overhaul, including a new app identity, to herald in its second decade, promising a new era of better dating for women. The campaign and app refresh were both led by Bumble’s in-house creative studio.

Part of the rebrand was an expansion of the app’s Make The First Move functionality with the launch of Opening Moves – an option for users to set a question that their matches can respond to. 

Locally, Bumble’s APAC communications director, Lucille McCart, told Mediaweek  that “our creative is focused on how the new Opening Moves feature will help women in Australia and New Zealand find meaningful connections and have fun while dating.”

The ANZ launch was supported by a fully integrated campaign, she said, “including large and small format OOH, BVOD, TikTok, Meta, YouTube, Pinterest and audio.” 

According to McCart, the decision to …