Description:

Auto Trader, a once-familiar name in New Zealand automotive culture, began life as a print magazine and evolved into a digital-only platform by 2019. By 2023, however, the brand had lost momentum, struggling to grow and connect with private sellers despite offering a highly competitive $30 flat listing fee. The challenge wasn’t pricing or product – it was brand perception. Auto Trader needed a bold identity overhaul to reassert its relevance and resonate with a new generation of users.

Historically seen as a dealer-focused platform, Auto Trader’s existing identity lacked appeal for private sellers—a critical growth segment. Auto Trader saw a window to reposition itself as a vibrant, accessible, and proudly Kiwi alternative.

The rebrand was driven by a clear strategic imperative: broaden Auto Trader’s appeal while honouring its legacy. This meant transforming the brand from a functional, transactional platform into an emotionally engaging experience that spoke directly to everyday New Zealanders. The design and identity work became the core driver of this transformation.

At the heart of the brand refresh was a creative strategy rooted in local insight. Research showed that private sellers often inject personality and humour into their listings—something far less common among dealers. These user-generated listings were not only more engaging but generated over twice the dwell time. This insight led to a bold creative idea: “Tell New Zealand about your car.” It celebrated sellers as storytellers, turning listings into something expressive, fun, and uniquely Kiwi.

This concept guided every aspect of the brand identity. The new design system, dubbed ‘Blast Mode’, amplified sellers’ voices visually and emotionally. It introduced an energetic aesthetic built around vivid colours, bold typography, and confident layouts designed to put users and their cars at the centre of attention. The goal was to give sellers a figurative megaphone—helping them stand out while reinforcing the platform’s personality.

The refreshed identity balanced familiarity and progressiveness. It retained visual cues that connected to Auto Trader’s print heritage while reimagining the brand as digitally native. A suite of custom illustrations and graphic elements rooted in Kiwi culture added warmth and relatability, while flexible design components allowed the identity to adapt across platforms—from digital UI to large-scale OOH and motion graphics.

A defining feature of the campaign was its use of user-generated content. Sellers who crafted standout listings were featured on national billboards, turning real people into campaign heroes.

Technically, the design execution was advanced and scalable. Automated systems transformed user listings into dynamic digital and physical ads, ensuring consistency and efficiency. This innovation reinforced the brand’s new identity: modern, nimble, and customer-first.

Ultimately, the new brand identity redefined Auto Trader. It created a platform that felt energetic, local, and inclusive—one that celebrated the individuality of its users while driving marketplace growth. By putting storytelling and Kiwi culture at the centre, the brand didn’t just change how Auto Trader looked; it changed what it stood for.