OLX — Making second-hand the smart choice

OLX is one of the world’s most successful online classifieds businesses, operating in 40+ countries. Despite huge growth across emerging markets, it was facing pressure from both domestic and international competition. But the challenge went deeper than that. We embarked on a round-the-world immersion, visiting 3 key markets: Argentina, Ukraine and India. We worked with their teams, heard from customers, and spoke to locals to understand the cultural contexts of each place and its attitude towards second-hand. 
        Using OLX makes sense — from saving money to saving the planet. But one consistent theme emerged: there was huge stigma around buying and selling second-hand — in many of OLX’s markets, it was seen as uncool, unhygenic, and even shameful. We knew we needed to create a whole new experience for OLX, one that tapped into a new sentiment, and (given OLX’s global influence) would help change the way people thought about second-hand. 
        We doubled down on one key idea: using OLX is a smart choice. To save money, make extra cash, keep money local, support small businesses, and save the planet. Our strategic proposition ‘We empower everyone to make smart choices’ puts power in the hands of buyers, sellers, businesses and employees, positioning OLX as the savvy way to buy and sell almost anything. ‘Smart Choices’ became a way to connect second-hand to a new feeling: one of savvy confidence and pride.
        We created a visual design system that represents the idea of making choices — flexing and shifting between options. From the logo to graphic elements, it’s dynamic, brash and bursting with energy — expressing all the optimism and eccentricity that’s always been true to OLX. 
        Custom typography helps create consistent distinction in 16+ languages. Photography shows off savvy local users, and tone of voice principles inject a healthy dose of attitude. We created marketing playbooks to help local teams capture the OLX spirit in localised, colloquial ways.          

        Campbell Butler
        Louie Zeegan
        Amelia Leuzzi
        Charlie Hocking
        Julen Saenz
        Omar Hraib
        Alistair Davies
        Ally Haigh


With the new brand established, the digital platform needed to reflect OLX’s new promise everywhere. We worked closely with OLX’s central product teams, creating a new digital vision, a comprehensive design system, distinctive product features and an extensive component library.
        The final challenge was building tools that supported consistent localised execution and allowed global teams to collaborate. We built a bespoke brand hub that helps every team in the business understand the spirit of ‘Smart Choices’ and encapsulates every tool needed to launch the brand around the world, including brand guidelines, digital guidelines, articles, voting mechanisms, an avatar generator, a layout generator and plenty of visual inspiration.
        Since launching, the brand continues to imbue the spirit of ‘Smart Choices’ and inform bold and brave new campaigns in every local market. We’re proud to have helped OLX find its point of view and become a leader in smarter consumption around the world. 



London, UK