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, we had to transform Auction’s brand image.
We identified a new, fashion-oriented, female, target audience to coexist with established male users. Our new core brand idea – “Playground” – appeals to both audiences, suggesting that Auction is an enjoyable, experiential marketplace.
We developed an active and fun corporate design based on this core idea and aligned the website’s tone of voice with its new image.
Since then Auction recovered profitability and its sales revenue growth rate has increased fourfold. And with its new look, Auction is poised for even more success.