Published: February 19, 2016

eBay Auction: Gets a makeover

Auction, part of eBay, is the established market leader in online shopping. But recently, with an expanding market and emerging competitors, the brand felt a need to reassert its leadership.

To make sure Auction stayed ahead, our team have helped to transform Auction’s brand image.

We, as a team, identified a new, fashion-oriented, female, target audience to coexist with established male users. The new core brand idea – “Playground” – appeals to both audiences, suggesting that Auction is an enjoyable, experiential marketplace.

The team has developed an active and fun corporate design based on this core idea and aligned the website’s tone of voice with its new image.

Published: February 19, 2016