PROJECT BRIEF: Develop a response that brings Gen Z to the eBay marketplace to sell their preloved items. Many retailers are already spreading messages about vintage/rewear/recycle, but how can your idea go further?
What exactly this looks like is up to you – it could be anything from a new service, to a social media campaign, through to an online tool. But whatever you create needs to be simple, tangible, and realistic, and focus primarily on bringing new sellers to eBay.
CREATIVE STRATEGY:
Showcase and encourage the diverse style possibilites Gen Z can sell online via a pop up shop & concert with existing Gen Z resellers.
Music and style are intrinsically linked and will help eBay highlight how Gen Z’s unique styles and individuality have a place on their platform. Hosting pop up events at music venues in the UK pay hommage the historically innovative and unique place the UK is for music. UK musicians popular with Gen Z will be selected to fit each style of pop up event, thus attracting the correct audience. Existing Gen Z sellers will be selected to sell their products at the pop up and chat about their eBay business experiences.
ebay x GEN Z Pop Up COLORS & SHAPE SYSTEM
PANTONE P 157-8 C
C=47.66 M=0 Y=98.35 K=0
R=146 G=200 B=62
HEX: #9abe26
PANTONE P 10-8 C
C=.29 M=27.1 Y=99.26 K=0
R=254 G=190 B=16
HEX: #efb71b
STREET TREND
PANTONE P 106-8 C
C=88.17 M=53.78 Y=0 K=0
R=0 G=111 B=68
HEX: #0063A8
ALTERNATIVE
PANTONE P 48-8 C
C=0.1 M=98.46 Y=89.35 K=.03
R=238 G=33 B=46
HEX: #9abe26
VINTAGE
PANTONE P 1-10 C
C=1.84 M=1.36 Y=15.57 K=0
R=250 G=246 B=219
HEX: #F2EBC2
LOGO STATEMENT: eBay x Gen Z’s logo and design system use collage to showcase Gen Z values of diversity, individual style, community, and bold attitudes about positive change.
ebay G n ebay G n
ebay x GEN Z
Up PRIMARY
&
Pop
LOGO MARK
SLOGAN
USAGE: Secondary logo marks identify different styles used in each pop up shop and show. The shapes and colors work together to create personality for each style: streetwear, vintage, alternative, and trendy. Ebay’s logo is applied to secondary logos for stand alone purposes in their respective pop up shop & show.
VINTAGE TREND VINTAGE z GEN ebay TREND GEN ebay
GEN GEN
ebay x GEN Z Pop Up SECONDARY LOGO MARKS z
GEN GEN Z
STREET ALT STREET GEN Z ebay ALT GEN ebay
Univers 53 Extended
Univers 73 Black Extended
Univers 85 Extra Black
ebay
x GEN Z Pop Up PRIMARY TYPOGRAPHY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Univers 93 Black Oblique
Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz ebay x GEN Z Pop Up SECONDARY
Aa
Crayonette
Flood
TYPOGRAPHY
ebay x GEN Z Pop Up COLLAGE TEXTURES
USAGE: A posterized, grainy treatment is applied to images to showcase the DIY aspect of eBay and also embrace the many genres of music the UK is home of (beat music, psychedelic music, progressive rock/pop, heavy metal, new wave, and industrial music).
DIY culture is inherent to eBay and relates to Gen Z’s values of individuality, diversity, and sustainablity.
