Ebay x Gen Z Process Book

PROCESS BOOK

PROJECT 1: Design System For A Dynamic Environment

SOPHIA LEE ART GR 371

CREATIVE BRIEF

GOAL: Bring Gen Z into the eBay marketplace as permanent resellers.

BRAND STRATEGY: Music and style are intrinsically linked in the DIY world and will help eBay highlight how Gen Z’s unique styles and individuality have a place on their platform.

Targeting specific styles and subcultures by hosting pop up shops and shows at music venues in the UK exposes Gen Z to the possibilities of reselling on eBay. The tie to music in this campaign also pays homage the historically innovative and unique place the UK is for music. The DIY aspect of eBay and the UK music scene combine to attract Gen Zers to start their shop. UK musicians popular with Gen Z are selected to fit each style of pop up event, thus attracting the correct audience. Existing Gen Z sellers are selected to sell their products at the pop up and chat about their eBay business experiences.

BRAND ESSENCE: Find your niche. The eBay x Gen Z campaign encourages unique individuals to capitalize on their curated taste in clothing and move their passion onto eBay’s site.

AUDIENCE: Gen Z - People born between 1997 – 2012

PLAN: Showcase and encourage the diverse style possibilites Gen Z can sell online via a pop up shop & concert with existing Gen Z resellers. This event will be marketed via posters around the selected location and tear off info posters.

DESIGN BRIEF

POP UP SHOP & SHOW: Bring Gen Z into the eBay marketplace as permanent resellers.

MARKET INFORMATION: Successful reselling competitors draw in niche audiences by tagging their items with specific buzz words and terms. To embrace the current trend cycle of categorizing micro trends by styles, a pop up shop and show for specific subcultures and styles will be created.

COMMUNICATION OBJECTIVES: Find your niche. The eBay x Gen Z campaign encourages unique individuals to capitalize on their curated taste in clothing and move their passion onto eBay’s site.

FORMAT & SIZE: WEB: Responsive website for event information will be created.

PRINT:18x24 posters will be designed to spread information surrounding the event. 11x17 tear off flyers will be created to embrace DIY culture and advertise as well. Free tote bags will be given out to customers with purchase at the event.

Media: Website, Print posters & flyers, and interior/exterior space design.

Contrains: Pop up dates are limited by the availability of the musical artists. The venue pop up turn around time also may be limited by other shows surrounding the pop up shop & show event.

Deadlines: Materials for each pop up event will be produced 30 days prior to the event. Events will occur in the Spring/Summer months to work with more agreeable weather.

Budget: Upwards of 80k per event depending on the musical artist’s booking fees.

Approval Process: Both eBay executives and Moth Club’s management (or varying event venue) would approve the event and branding.

DESIGN CONCEPT STATEMENT

Ebay x Gen Z’s design system uses collaged shapes, type, and photo elements to showcase Gen Z values of diversity, individual style, community, and bold attitudes.

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. 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 the individual, diversity, and sustainability.