Rebranding, eBay
Challenge
Develop consistent and compelling brand strategy and identity to redefine and rebrand eBay.
Research Process
My team and I investigated eBay’s history, offerings, audiences, competitive arena, and drivers of choice. We used Brand Strategy and Identity Development frameworks taught by Scott Lerman to guide brand, design and business development.
This was a critical step in building an effective new brand positioning for eBay’s future.
As we investigated eBay's legacy, we observed that eBay has lost its distinct adventurous, exuberant, and neighborly root characters.
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Insight
eBay has lost its touch of its root characters: adventurous, exuberant, and neighborly.
Activation
Intense 360-degree auditing led to insight. Our team understood what drives choice for eBay: trust, tech, and recommerce. In addition it has faced scandals, challenges, and obstacles that damaged its reputation. Our team planned to rebrand eBay by shifting its ecommerce platform to carry the characteristics of meticulousness, virtue, and quirkiness.
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With our team’s new brand promise for eBay, we began the activations in all touch points of the customer’s journey; its front page website and the seller’s page. The customer journey continues with receiving packages, therefore, we provided unifying, branded shipping boxes.
Idea
Modeling the future after an intense 360 degree auditing of eBay’s industry including its character and creating activations that touch the eBay experience of all customers.
+ brand book
Our team proposed the revival of eBay’s quirkiness, to reflect the strengths and character of the organization. We created a lookbook to help eBay reenter the competitive arena and reattract its audience.
School of Visual Arts, MPS in Branding - Spring Semester Project