Ebay
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Ebay ↴
During a transitional moment for Ebay, I helped reposition the brand and spearheaded a massive cross-functional design transformation, including establishing new initiatives, driving the creative vision and integrating new partners.
Project
Expertise
Design Leadership, Brand Transformation, Strategy, Creative Direction, Brand Design, Experience Design, Brand Activation, Team Management
Notes
2015-17
This is the output of a brand redesign from experience strategy to visual system to activation.
Launched Summer 2017, continued usage globally across product, brand and marketing
Photography by moneal.com
Igniting a new spirit — I coordinated the strategy and execution of a new approach to photograpy. By defining a new framework, sourcing new photographers and launching an internal studio, I ultimately re-established the art direction for all photography used in social, marketing and commerce.
Building the brand from the inside out, galvanizing employees with tools and events.
To introduce the new design language and brand positioning— that everyone can find their own version of perfect on Ebay— we released a global campaign that highlighted the diversity of Ebay’s inventory and its users. We leveraged the color of our system and launched the idea to “fill your cart with color”. Parter agency: 72andsunny.
Campaign launch in NYC created to rebuild emotional connections and regain relevance
Global campaing execution leveraging the new positioning and design system
