The product and brand for Outbid were created concurrently. The brand identity was flexible enough to adapt to the changes in the product but robust enough to act as the focus for the company. No-one had built brands this way. We had to reinvent the brand playbook.
Copart a large B2B auto-auction company wanted to use their IP to generate a consumer facing platform which could be used to auction anything. Their IP was focused on enabling live auctions over the internet and they wanted to create a consumer brand which would be a better experience than eBay?
The success of an auction depends on many factors, the shape of a room, the dynamics between the ‘pusher’ and the auctioneer, the value and scarcity of the object being sold. It was clear that listing sites like craigslist, eBay and Amazon couldn’t deliver this. Live auctions take a lot of time to set up, so we needed to create a tool that could create auctions quickly as well as a tool to enable the auctioneer to hold virtual auctions.
The Stage For Competitive Bidding created an interface that visualized the cadence of the bid, showed the time left of the auction and focused the bidders on a single product rather than a list. Layering shows the top bid and the rhythm of the counter bids happening in real time.
The Team
Marc Shillum – Strategy, Naming and Creative Direction
Virgilio Santos – R/GA Brand Development Group, Creative Direction
Andrew Chee – R/GA Brand Development Group, Interaction Design
Jonathan Han– Collaborator
David Bauer – Client