Trade ME

Brand Identity Refresh

Origins

In 2023, Trade Me undertook a full brand transformation to modernize its identity and connect with a new generation of New Zealanders. The refreshed vision highlights how Trade Me sparks possibilities and empowers Kiwis to live their best lives.

As part of this journey, I partnered with our creative lead to shape the new visual direction and translate it into supporting campaigns. My role focused on leading the creative execution within Trade Me’s major sectors — Motors, Jobs, and Property — ensuring the evolved brand was brought to life in ways that resonated with younger audiences and reinforced Trade Me’s renewed positioning.

Challenge

Repositioning such a familiar, established brand came with unique hurdles. How do you take one of New Zealand’s most established brands and evolve it into something modern, consistent, and appealing to younger audiences — without losing the familiarity and trust that Kiwis already associate with it?

Project Type

Brand campaigns
Design systems
Brand Guidelines

Tools

Figma
Illustrator
After Effects
Photoshop
Midjourney AI

My Role

Lead Brand Designer

Collaborators

Cristina Jiang
Caleb Carnie
Iris Wood
Dione Tay
Andy Barnett

The
Opportunity

Cohesion Across Business sectors

The brand needed to feel unified across Motors, Jobs, and Property, yet adaptable enough to suit the nuances of each sector. Without strong guidelines, there was a risk of inconsistency as the rebrand rolled out across different teams and campaigns.

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 too long to read and ineffective.

High Volume Production and imagery Challenges

Delivering 1,000+ assets under tight deadlines required streamlined workflows. Sourcing legally usable property imagery and producing authentic human photography added bottlenecks, so we needed scalable ways to maintain quality and brand integrity at speed.

The
Solution

Elevating Creative Execution

We built a new design ecosystem, refined video animations for dynamic storytelling, and simplified copy for clearer, more engaging messaging. Clear brand guidelines ensured each sector had its own personality while keeping Trade Me’s identity consistent across campaigns.

Innovating Imagery with AI

To address efficiency and legal constraints, we combined AI-generated visuals using Midjourney with studio photoshoots to create authentic, distinctly Kiwi imagery. Refining outputs in Photoshop and Midjourney ensured each asset was unique, brand-aligned, and moved away from generic stock imagery, reinforcing a trustworthy and approachable tone.

Streamlining Processes for Scale

With over 1,000 assets to deliver, we implemented scalable design systems, structured asset libraries, and clear production workflows. This enabled efficient collaboration with partners, maintained brand consistency, and ensured high-quality output under tight deadlines.

The
Outcomes

By reimagining Trade Me’s creative ecosystem and visual identity, we delivered campaigns that were modern, cohesive, and authentic, resonating with younger audiences while reinforcing trust with existing users. The refreshed brand now feels dynamic, approachable, and distinctly Kiwi, strengthening Trade Me’s position as the platform Kiwis turn to for jobs, homes, vehicles, and new possibilities in everyday life. As a result, Trade Me’s brand recognition increased by 52%.

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