We partnered with Bumble to identify exactly how Bumble BFF could deliver a more thoughtful approach to modern friendship. With new product positioning, refined messaging and experience refinements, we gave Bumble BFF a more meaningful place in their portfolio that better reflected the reality of how people actually cultivate friendships.
The new positioning statement helps Bumble shift from only talking about “best friends” to enabling a more expansive definition of friendship. One that acknowledges the need for new friends to come into their life through each step in their journey.
We developed a brand narrative to inspire Bumble employees and remind them of the magic of friendship.
These guardrails were created to help guide the product/design consider the long-term brand goals when developing future product features.
Our work helped leaders across the company align on a singular vision for the product, its role in the larger portfolio, the value it provides users, and how they will talk about it in the market.
Gabrielle Muse
Ted Makarewicz
Greg Donnelly
Martin Grasser
Carina Huynh
Maya Shetty
We partnered with Bumble to identify exactly how Bumble BFF could deliver a more thoughtful approach to modern friendship. With new product positioning, refined messaging and experience refinements, we gave Bumble BFF a more meaningful place in their portfolio that better reflected the reality of how people actually cultivate friendships.
The new positioning statement helps Bumble shift from only talking about “best friends” to enabling a more expansive definition of friendship. One that acknowledges the need for new friends to come into their life through each step in their journey.
We developed a brand narrative to inspire Bumble employees and remind them of the magic of friendship.
These guardrails were created to help guide the product/design consider the long-term brand goals when developing future product features.
Our work helped leaders across the company align on a singular vision for the product, its role in the larger portfolio, the value it provides users, and how they will talk about it in the market.
Gabrielle Muse
Ted Makarewicz
Greg Donnelly
Martin Grasser
Carina Huynh
Maya Shetty