eBay – Brand System
Product Strategy, Interface Design, Brand Strategy, Behavior and Visual System – 2 x 4 week sprints.
eBay had set the goal to become the worlds most vibrant marketplace and asked CCO to create a visual system to display vibrance which supported their existing identity.
To create the most vibrant marketplace it seemed obvious that Vibrance would need to be measured. But, how could vibrance be measured? When looking into the core data sets for eBay four data points are most prevalent. People, Exchanges and Things…
The fourth data point was information. eBay knew the price of something, but they also knew its value. For instance eBay would know the difference in value between a Rolex watch and Tom Cruises Rolex watch.
Vibrance could be measured through the frequency with which people exchange things and information. This was described as a ‘Commonwealth’, where vibrancy rewarded the seller and buyer in equal measure. A form language depicting People, Things and Information was extrapolated from the forms in the eBay identity. A circle for people. A triangle trending up and down for things. A line connecting for information. Exchange was described by the overlap the mutual wealth between two entities in coexistence.
Motion described degree of vibrancy of the entire system. The pulse of a dot, quicker, like a heart beat describing more excitement about a thing, person or conversation and a profile icon containing the last 12 interactions would describe the vibrancy of anyone within the world of eBay.
The project is ongoing, but has already helped the Brand & Product team arrive at a singular connected vision for eBay visual system.
Athila Armstrong – Visual Design
Andrew Chee – Interaction Design
Ryan Kirkman – Visual Design
Mark Kozlowski – Project Lead eBay
Noriko Ohori – Visual Designer eBay
Brian Schmitt – Retail Design
Marc Shillum – Creative Director
Jessie Van – Prototyping & Motion
Paul Valerio – Insights