ABOUT

I helped translate user research into creative foundations, identifying themes that audiences felt Bumble represented. From there, I led the development of early visual routes and shaped the new look and feel from the ground up, from building a refined colour system (we didn’t choose a new yellow, we chose 13), to setting the design, illustration, and motion principles that would guide brand, product, and campaign.

I collaborated closely with cross-functional teams and led designers through the global rollout, supporting their growth while ensuring consistency across every touchpoint. I collaborated with our Design Director on the new logo and type, helped establish the brand’s illustration system, created guidelines and led external talent. The refresh became the foundation for one of the biggest campaigns in Bumble’s history, spanning OOH, digital, social, and in-app, and has since become an internal benchmark for future creative work. My manager described my contribution as “a masterclass in clarity, taste, and impact,” praising my ability to combine creative vision with strategic leadership.