Insight

Out with the old, in with the new

Gumtree has a long heritage in this country and research showed that people still connected with the old brand, so the challenge became how do we reference our roots but modernise to evolve with the times in an increasingly competitive landscape.

Idea

It’s all about the experience, and the brand plays a pivotal role in helping us connect, so we set about creating a brand that puts digital first.

Having worked with the old brand we wanted a brand that had stretch, it needed to be able to support new colour palettes for Cars & Jobs sub-brands but still be instantly recognisable as Gumtree in all scenarios, the brand also had to be accessible for our diverse audience of 7 million+ users and adaptable to any device now and in the future. Digital brands live in a dynamic environment, so we took the opportunity to consider how the brand would move, as this is a key part of creating engaging online experiences.

Impact

We accomplished what we set out to achieve, the new brand has modernised Gumtree but remained true to its roots, maintaining the focus on community and making an already vibrant marketplace even more vibrant.