The Problem
Since its launch in 2021, Geneva quickly became the go-to platform for interest-based groups like book clubs, sororities, and run clubs—thanks in part to a vibrant, Gen Z–friendly visual identity. But with growth came a new challenge: Geneva needed to evolve.
The existing brand expression was deeply rooted in a femme-forward, expressive style that didn’t scale easily to serve the diverse and expanding ecosystem of users—from sneaker resellers to urban gardening clubs. Geneva's team needed a new brand strategy and design system that could stretch across communities, geographies, and interests, while still honoring the audience that fueled its rise.
The Approach
To create a more inclusive and adaptive brand foundation, I partnered with Alex Anderson to develop a comprehensive brand strategy and identity system. We grounded our approach in extensive user research—including interviews, behavioral analysis, and product usage data.
A key insight emerged: the most engaged communities on Geneva were geographically rooted. When people could turn online conversations into real-world plans—and share the artifacts of those experiences back into the app—it created a feedback loop of engagement. These rituals transformed passive groups into active communities.
This led to our central brand idea:
It’s not about chasing trends or fitting into one demographic mold. It’s about creating a space where all communities—no matter how niche or widespread—feel at home.
In Practice
From that insight, we developed a comprehensive brand and product framework that positioned Geneva as both a utility and a cultural home base for modern communities. Our work grounded the brand in flexibility, local resonance, and authentic celebration, which came to life through:
A malleable visual language that could flex across Geneva’s wide array of groups. This included a modular type system, branded onboarding experiences, and adaptable layouts designed to help each community feel distinct yet connected.
The Geneva team doubling down on their event features, empowering stewards of local communities to plan IRL meetups and celebrations more easily within the app.
Developing an image treatment system to brand user-generated content (UGC) in a way that felt authentic—not extractive. Geneva’s social channels became a space to highlight community achievements, share subcultural memes, and spotlight local stewards—fostering pride and connection across the ecosystem.
The Outcome
As a result of the rebrand’s success and the Geneva team’s continued ability to build on the magic that makes their groups so special, the platform became even more resonant with a broader, more diverse audience. The new brand strategy helped Geneva strengthen its position as a community-first chat app, driving deeper engagement and real-world connection.
That momentum didn’t go unnoticed. In 2024, Geneva was acquired by Bumble for approximately $17 million, as part of Bumble’s strategic expansion into the friendship and community space. The acquisition reflects a growing urgency to address the loneliness epidemic facing younger generations and a belief that tools like Geneva can help foster more intentional, meaningful connection in the digital age.
