The Aharonov-Anandan phase is a contribution to the phase acquired by the cyclic evolution of a quantum state, which depends only on the geometric properties of its trajectory. We report the study and the exploitation of the Aharonov-Anandan phase by nuclear magnetic resonance interferometry techniques in homonuclear spin-1/2 pairs in the near-equivalence limit. We introduce a new method for engineering effective zero-quantum Hamiltonians with an arbitrary phase in the transverse plane. We use this method to generate a variety of cyclic zero-quantum paths, enabling direct study of the geometric Aharonov-Anandan phase to probe the rotational characteristics of the zero-quantum subspace. We show that the geometric Aharonov-Anandan phase may be used for efficient double-quantum excitation in strongly coupled spin pairs. We find that geometric double-quantum excitation outperforms the standard method by a factor of 2 in experiments performed on a typical case involving near-equivalent spin pairs.