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 design system of our brand needed to be refined to better align with Trade Me’s new evolving identity sparked by the ‘New life store’ brand platform.
Ineffective Messaging
Our creative approach needed to change as the initial marketing material relied on word-heavy assets like slam poetry, which our audience research showed it was ineffective.
High Volume Production Challenges
We needed to produce over 1,000+ marketing assets under tight deadlines, requiring streamlined workflows and asset management.
The
Solution
Elevating Creative Execution
Following the brand platform launch, we knew Trade Me needed to evolve visually to connect with a younger audience. We built a new design ecosystem, refined video animations for more dynamic storytelling, and simplified our copy to make messages clearer and more engaging.
Leveraging Generative AI for Efficiency & Innovation
To address efficiency and legal challenges with imagery, we combined photoshoots with AI-generated visuals using Midjourney. We explored and refined outputs, enhancing them in Photoshop to create distinctive, brand-aligned assets.
Streamlining Processes for Scale
With over 1,000 assets to deliver, we implemented scalable design systems, clear brand guidelines, and a structured asset library. These streamlined production, ensured brand consistency, and enabled smooth collaboration with external partners under tight deadlines.
The
Outcomes
By modernising Trade Me’s visual identity, we attracted a younger audience and strengthened the brand’s relevance in a competitive digital landscape. Today, Kiwis recognise Trade Me as their go-to platform for building the life they want—whether it’s finding a job, a home, or their next vehicle.
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