Rebranding Kleinanzeigen by utilizing the Design System
Role
Product, Brand & Design System
Year
2022 – 2023
Client
Kleinanzeigen
Context
eBay Kleinanzeigen was rebranding to Kleinanzeigen and received a new visual brand
There are multiple cross-functional teams working on 6+ platforms at Kleinanzeigen
The new brand also had to be rolled out to a multitude of marketing channels as well as internally
Task
Get the new brand and it‘s message out, not disrupting the daily business in the process.
Actions
Following design system principles, I defined key basics first, working with the agency, to deliver highest impact with lowest effort
Identified Color and Typography as highest impact drivers in reach
Established a set of tokens that could be matched to both old and new brand by using a semantic naming scheme developed together with the dev team
Created a set of opacity tokens with a logic closely following Googles Material 3 design system guidelines to make button and input states easily adaptable when updating color tokens to the new brand colors
Results
New brand launched in early 2023 with a big marketing campaign and rebranded colors, an all new brand font, a more rounded look as well as updated illustrations from Day 1
Design System documentation helped to communicate brand changes internally and externally, saving time and resources
