Mercari, a growing marketplace, sought a brand refresh to build user trust and engagement. The original brand identity, dominated by a purple color scheme and product-focused visuals, felt unapproachable. We evolved into a more people-centric strategy, making the brand more relatable and fostering stronger connections with users.

Tested Original Brand Identity

Low repeat conversion, CTR, and scrolling indicated a marketplace with a confusing UX, uninspired visuals, and lack of emotional connection.

Modernized Brand Direction

Shifted to sleek blue color palette, merchandised category groupings, and person-centric imagery to build trust and emotional connection.

Humanized the Brand

Incorporated authentic lifestyle imagery and storytelling, showing real users to build and strengthen community engagement.

Aligned Visual Narrative

Aligned the visual rebrand with a user-centric narrative to build stronger emotional connections.

Impact

Driven by relatable imagery and storytelling, our refreshed brand approach significantly increased user engagement across all channels.

Achieved substantial improvement in brand recall metrics, with customers demonstrating stronger positive brand perception and recognition.