Trade ME
The new life store
Origins
In 2023, Trade Me launched its new brand platform, The New Life Store, supported by the integrated marketing campaign In With the New across all its brand and sub-brands.
This was a key moment to refine and strengthen Trade Me’s brand identity across three major business verticals: Motors, Jobs, and Property.
Challenge
How do we leverage the success of Trade Me’s in with the new brand platform launch to evolve and modernise the brand, to position Trade Me as the first choice of platform for Kiwi to find their dream property, car and occupation?
Project Type
Brand campaigns
Design systems
Brand Guidelines
Tools
Figma
Illustrator
After Effects
Photoshop
Midjourney AI
My Role
Lead Designer
Collaborators
Cristina Jiang
Iris Wood
Dione Tay
Andy Barnett
The
Opportunity
Aligning our Brand Platform
The brand platform needed to be tailored and refined to better align with Trade Me’s evolving identity.
High Volume Production Challenges
Over 1,000+ assets had to be produced under tight deadlines, requiring streamlined workflows and asset management.
Ineffective Messaging
Our creative approach needed to change as it relied on word-heavy assets like slam poetry, which our audience research showed was ineffective.
The
Solution
Aligning our Brand Platform
The brand platform needed to be tailored and refined to better align with Trade Me’s evolving identity.
High Volume Production Challenges
Over 1,000+ assets had to be produced under tight deadlines, requiring streamlined workflows and asset management.
Ineffective Messaging
Our creative approach needed to change as it relied on word-heavy assets like slam poetry, which our audience research showed was ineffective.
The
Outcomes
Aligning our Brand Platform
The brand platform needed to be tailored and refined to better align with Trade Me’s evolving identity.
High Volume Production Challenges
Over 1,000+ assets had to be produced under tight deadlines, requiring streamlined workflows and asset management.
Ineffective Messaging
Our creative approach needed to change as it relied on word-heavy assets like slam poetry, which our audience research showed was ineffective.
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TMP pricing GTM
Brand Campaign
The new life store
Brand & Digital Marketing
Manaaki
Visual Identity