Description:

The Auto Trader rebrand was a strategically led design transformation aimed at revitalising a trusted but fading Kiwi automotive brand. Historically dealer-focused and rooted in its legacy as a print publication, Auto Trader had transitioned to a digital-only platform but was losing ground to competitors. The objective was clear: reignite growth by repositioning Auto Trader as a vibrant, consumer-first marketplace—particularly for private sellers, a previously untapped audience.

Research revealed a perception issue rather than a pricing problem. While Auto Trader offered competitive listing fees, private sellers saw it as outdated and low-traffic. Qualitative insights showed that private listings actually enhanced value for dealers by drawing in more buyers—essentially making the entire ecosystem more attractive.

Design communication became the key lever in solving this challenge. The brand refresh embraced a creative idea that made private sellers the heroes: “Tell New Zealand about your car.” This concept was deeply tied to Kiwi DIY culture and allowed for storytelling-led engagement. Sellers could win a billboard for writing standout car listings, generating buzz, visibility, and reinforcing the value of the platform.

The visual identity was built around a central design principle: ‘Blast Mode’—a bold, energetic system that amplified user voices. This design direction featured vivid colours, expressive typography, and playful, local illustrations, delivering a brand that felt distinctly Kiwi while being modern and digital-native. It provided a flexible visual system that could scale across digital, outdoor, and motion formats—always maintaining clarity and personality.

A key technical innovation in the design execution was the integration of Dynamic Content Optimisation, enabling real-time user-generated car listings to be turned into digital and OOH ads. This scalable, automated system not only enhanced campaign efficiency but also visually reinforced Auto Trader’s new identity: one that celebrates everyday New Zealanders.

The project elevated brand communication by uniting storytelling, design, and technology into a single coherent experience. Every touchpoint—from UX to billboards—was crafted to reflect the brand’s mission: to give private sellers a national stage. The rebrand didn't just change how Auto Trader looked—it redefined how it was perceived and used, turning a transactional process into a culturally resonant experience.

Ultimately, the design-led transformation supported broader social and economic goals by creating a fairer, more accessible platform for Kiwis to buy and sell cars. It honoured the brand’s heritage while building a future-facing identity that strengthened marketplace dynamics and invited users—private sellers and dealers alike—into a more engaging and equitable ecosystem.