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Shifting perceptions of an iconic British motoring brand

Client: Auto Trader
Brand: Auto Trader

Auto Trader is the UK’s leading digital automotive marketplace. It makes exclusively digital products, with an average 55 million monthly visits – 70% of those on mobile. Despite all this, some people still think it’s a print magazine for middle-aged men.

We worked closely with the internal brand, design and UX teams to shift this perception. By interpreting a strategic repositioning into a brand design language, we’ve created principles to guide the functional experiences they make day to day.

The system builds on the brand’s heritage, embodying a personality that reflects the business as it is, not as it was – and evolving into something purpose-built for digital platforms.

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