The Challenge
"Create an illustration style and communication concept that appeals to our target audience, is distinctive to Marktplaats, and affords us the flexibility and convenience needed for effective user communication."
Generate a concept and style, translating it into an animated video.
Commence the adoption of this style among our staff.
Guarantee that the illustrations are easily deployable by our designers and marketers.
Ensure the style's ease of reproduction and scalability
A distinctive illustration identity
Building upon our prior success with creating an illustrative identity for Funda, the largest real estate marketplace in the Netherlands, we were approached by Marktplaats, the leading second-hand marketplace. Recognizing the necessity of an accessible and distinctive brand communication strategy, Marktplaats sought a solution that would not only stand out on their platform, primarily populated with second-hand product images but also allow for scalability and message versatility. The adoption of a brand illustration style and concept swiftly emerged as the ideal choice to meet these criteria.
Employee ambassadors
With our creative team of three illustrators, a copywriter, an art director, and myself, we embarked on a collaborative journey with Marktplaats' marketing and design teams, conducting several brand workshops. Through these sessions, we gained valuable insights that guided us in developing a range of concept proposals. Once we arrived at a definitive style, our focus shifted to creating and delivering the first milestone, an internal company video. This video, along with other internal marketing materials, aimed to encourage employees to embrace the new message and visual style.
Scalable and accessible library
Having successfully completed this milestone, we then turned our attention to the final deliverable: an extensive library of illustration assets, guidelines, and examples. These resources empower the marketing department to effectively implement the new brand identity.
One more thing
With this beautiful and unique illustration style in the toolbox, we had time to look ahead again. At the request of Marktplaats's design and marketing team, we have created a vision concept for the website in which the illustration style plays a harmonious role with Marktplaats's services and products in the most ideal situation. We also looked at the UX, UI and motion in this concept to arrive at a universal total concept. To this day, it still serves as a talking point and inspiration for the organization.
My role and accountabilities
Creative Director
Business development
Translate client request in project plan
Creation and facilitation of workshops
Creative Direction
Team planning and design roadmapping
Team motivation and inspiration
Stakeholder management