Bumble: London Underground Advert

The dimensions have to be 1200x1800 to fit a portrait poster which would be featured on a board in Underground stations. It obviously has to maintain design consistency so I will be using the same gradients from the bus advert and honey comb design. I want it obviously to look slightly different so it's not just a replica in a different shape however I need to keep the balance of it also looking recognisably as part of the same campaign.

Looking at their instagram, it inspires me to add quotes, I already vowed to make sure the campaign has a consistently serious tone so I'd want to avoid quotes similar to their existing ones which use sarcasm and references to 'dick pics'. I want mine to be more about women empowerment, these are some of the few which aren't ironic/ humorous which I found powerful:



I thought I'd stick with a simple message, a quote from my friend who uses the app already said

"Women have the power", so i used WHERE WOMEN HAVE THE POWER. I thought this simple message was effective, serious and to the point.

I began experimenting using the gradient consistent with the London Bus Advert as I feel a fluidity of advertising around London will aid visual recognition for the brand.

I used the feminist symbol I used in the poster series, again maintaining consistency in design, this is also an internationally recognisable symbol so the text isn't necessarily required in this instance as the imagery holds the context already.

I like the inclusion of the text however and played around using my graphics tablet, aiming to give it a more personalised human touch, which is arguably a better aesthetic as not only does it feel more like it should be part of the 'Beehive' (Bumble's shared space blog):

which has a large collection of hand rendered art, it also feels more relatable, consistent throughout Bumble's instagram posts which focus on relatable millennial perspectives and shared female experience.

I had to play around with the alignment of the logotype and tagline, I initially made sure it was the same as that in the poster series:

Alignment Concept

I adapted this later to feel a bit more organic and avoid the designs looking too similar, on the right is which I prefer for the Underground poster as the logo aligns with the beehive patten, the different alignment of the tag line to the logotype further suggests movement which could have connotations with the fact this by nature as an app can be used on the go which is especially relevant with the context of where these adverts are to be placed. This was also a conscious decision as the nature of the app enables users to 'swipe left/right' to choose a match.

I added nails to this design which I feel works especially well when they too feature the gradient. 

I was considering the phrase 'HARD AS NAILS' and thought this would be a good visual play on words, incorporating the feminist symbol, representing women can be 'feminine' and tough.