Gumtree has reached double digits. It has acquired a lot of technical sophistication during its first ten years and has now launched the rebrand and website (by Pollen), as well as the campaign (by Naked) that reflect that.
The brand already has one of the top shopping apps in Australia, and is a top 20 digital destination. Its rebrand aims to drive the company’s ambition to become a top 10 digital destination, and Australia’s favourite place to buy, sell and find almost anything.
Gumtree’s new logo and design developed by Pollen coincides with enhancements to the user experience, including enhanced interface speed and simplified process for buyers and sellers, 24/7 support, and a new payment option.
Attached to this upgraded identity is its new brand proposition, This is Gumtree. Australia’s local marketplace.
Brett Mitchell, director, Pollen, commented, “We are proud of our long term relationship with Gumtree. In close collaboration with the team there, we have been designing the primary platform for over six years. While we’ve enjoyed helping to evolve the brand into the vibrant community marketplace it is today, there comes a point when you’ve pushed the green and pastel yellow pixels to their limits and it’s time to move on.”
Pollen’s focus was on developing a truly digital first brand presence, with accessibility and adaptability at the core.
Pollen creative director, added, “Gumtree is more than a logo. It’s a thriving marketplace that connects people, so it all comes back to the user experience. The brand needs to speak to people in the right way so we worked closely with Gumtree’s copy team to ensure it was tonally hitting the right notes — from the welcome messages for new users through to the system generated emails. The brand now communicates to its users in a consistent and personalised way.”
The new brand ad, created by Naked, will go to air within a mix of premium programs such as MasterChef, Australian Ninja Warrior, 9 News & Game of Thrones, supported by outdoor & digital, as well as a consumer PR campaign to present the stories behind Gumtree transactions.
X-Factor and Getaway host, Jason Dundas, teamed up with Gumtree to embark on a road trip around Australia, to shine a light on the wealth of human stories behind every transaction. In the films, he interviews some of the local marketplace’s most compelling Gumtree buyers and sellers (aka Gummies) and highlights some of the unique ways Gumtree has had an impact on people’s lives.
The Gummies include a couple who posted a listing for guests to attend their wedding, an NRL captain who decked out his whole house from Gumtree and a woman who claims Gumtree saved her life.
James Walmsley, senior marketing manager at Gumtree commented, “So many Aussies have had great experiences with the platform over the past decade – it’s our job to tell their stories, their wins and the way Gumtree can help through every life stage; whether it’s finding a job, buying a car or selling their possessions. With seven million users, Gumtree is more than a trading website, its Australia’s local marketplace – a community focused destination that’s rich in human exchange and experiences.”
Design Agency: Pollen
Creative Agency: Naked
Media buying: PHD Sydney
PR: Herd MSL