Brief:
My client intended to provide a marketing pitch to Badoo, and so the visual assets for this project are coupled with a strategy and concept proposal. My client immediately recognised the need for inclusivity and relevance in reaching a diverse audience, particularly focusing on rural young individuals in France whose experiences and challenges in online dating may differ significantly from their urban counterparts. To address this, our jointly proposed brief aims to understand the unique cultural nuances and preferences that shape the online dating landscape for young people in these areas. By acknowledging and catering to the specific needs of rural users (unlike most dating apps, which target individuals in large cities), the brief seeks to create a tailored and empathetic online environment that resonates with their values and aspirations, with the tagline 'In all authenticity". This strategic initiative represents Badoo's wish to move from its connotation as a hookup app to a dating app along the lines of Bumble, Meetic and Hinge. This not only demonstrates Badoo's commitment to fostering connections across all social demographics but also underscores its dedication to providing a meaningful and accessible platform for individuals in rural settings, enriching their online dating experiences in ways that align with their lifestyles and perspective.
Insight: The final proposal decided upon with the client involves an interplay of soft color schemes that feel playful but not overtly feminine (to keep the target audience as wide as possible), typography, and interactive elements to breathe life into the reimagined brand. The client envisioned not only a revitalisation of Badoo's image but also how to position it as a pioneer in the dynamic landscape of online dating, where authenticity and functionality converge seamlessly to redefine the user experience.
In our endeavor to redefine Badoo's brand identity, we proposed personifying the hearts that have become iconic symbols within the platform. These hearts, representative of the connections forged on Badoo, undergo a transformation to embody a sense of personality and emotion. Each heart is uniquely crafted with an individual personality (reminiscent of the M&M characters) to convey a spectrum of feelings, from the initial spark of interest to the depth of a meaningful connection. By personifying these hearts, we aimed to create a visually engaging and emotionally resonant experience for users, transcending the conventional boundaries of static symbols. Whether it's a playful flirtation or a profound romantic connection, the personified hearts will serve as expressive visual elements that users can readily identify with, forging a deeper connection to the Badoo brand. This approach not only adds a touch of warmth and humanity to the brand but also reinforces Badoo's commitment to facilitating genuine and diverse connections in the realm of online dating.
Method: I chose Adobe Illustrator to prepare and create all design assets and illustrations, then delivered the final deliverables utilising SVG files in PowerPoint to meet the client's needs.
Takeaway:
In summary, our rebranding project for Badoo revives the brand with a unique and emotionally resonant identity. By addressing the distinct needs of rural young individuals in France and incorporating cutting-edge design elements, we aimed to elevate Badoo's image while staying true to its core values. This initiative not only reflected a commitment to inclusivity and relevance but also signifies a strategic move to capture the nuances of online dating experiences across diverse demographics. Through the fusion of creativity, empathy, and technological innovation, our vision was to position Badoo as a trailblazer in the online dating landscape, fostering genuine connections and setting the stage for sustained growth in an ever-evolving digital era.
Below: Color and tagline exploration for the brand refresh.
Below: Two character explorations for the personification of the heart character of the brand.
Below: Four possible ad explorations for a local campaign for Badoo in a small city in France.
