Engaging a global audience for the world’s biggest marketplace
As an e-commerce platform that anyone and everyone can use, eBay have an audience like few other brands. Equally as important as the buyers and employees, eBay’s seller audience is huge - both in scale and diversity. It is vital eBay keep their sellers on board, and that eBay stays the number one selling platform for them. Alongside this, eBay are constantly facing an evolving e-commerce world - changing payment technologies, rising trends, and competitors from multiple different industries. The ‘We are eBay’ campaign aimed to celebrate their sellers as core part of the business like never before, as well as setting out multiple strategic goals to their seller and employee audiences.
The look and feel of the campaign reflects the coming together of a diverse group of people and enterprises - without whom eBay are nothing. The organically formed dot patterns create a negative space that still suggests a strong whole, with eBay’s historically recognisable primary colours bringing vibrancy and life to the design. The negative space is adaptable and visually carries messaging and imagery, working across a wide range of touchpoints, including environmental, digital and social.
project tasks
Design direction
Design implementation
Animation direction
Presentation design
The design direction was implemented primarily across promotional, environmental and presentation materials for a one-off eBay seller summit in California, where 1000 of eBay’s top sellers gathered to celebrate, learn from e-commerce experts and hear about the latest eBay product developments. The design direction was also adopted for multiple online and regional ‘We are eBay’ events around the world.
I spent three weeks in California with the eBay team leading up to the event, which included overseeing rollout of design collateral and leading a team on presentation content design. This included working directly with the CEO on his keynote presentation, implementing product demos and working closely with a local animation agency on bumpers and sizzle reels.
I implemented the design direction across multiple other touchpoints, including an online event hub, and also produced design guidelines to aid with design application in other locations.
