eBay Evo – Pleemo

Unboxing Evo

2024

Welcome to eBay's new unified brand design system — Inspired by the ways people discover and connect on eBay, Evo brings customers closer to what they love — and gives life to our new creative platform, Things. People. Love. By placing enthusiasts at the center, Evo delivers a seamless, cohesive experience that bridges marketing and product, unifying the brand and ensuring we show up consistently worldwide.

EBAY ONE EXPERIENCE TEAM
Leadership Tyler Moore, Sr. Director, Visual Design — Jess Staley, Director Brand Design
Brand Team Vicente Silva, Elvis Benício, Jaden Nethercott, Ariel Duong and Pleemo
Systems Team Joseph Krilanovich, Ryan Tinsley, Randy Bascue, Hannah O'Neal, Wesley Anderson
Motion Drew Nelson, Leif Hanson, Kavan Magsoodi, Gabriel Rocha
Photography Ben Rayner

That new design system smell

What started as a simple online auction site has grown into a global marketplace where buyers and sellers connect over their shared passions. As the brand grew, both product and identity needed to grow with it so we set out to craft an enthusiast-centric refresh of the eBay experience to the world, one built to move the brand forward while meeting our customers where they are today.

Our creative platform

Things. People. Love. carries our strategy through one tagline across all our marketing. It captures the role we play in the world: that eBay is home to all kinds of things, all kinds of people, and all kinds of love. But a tagline only gets you so far — to really land with customers, we needed a design framework that feels consistent everywhere it shows up, one that expresses passion, confidence, and where we're taking ecommerce, across every touchpoint.

The visual system

Fully developed in-house, Evo is a flexible brand system that works across categories and markets, giving every market a consistent experience while still leaving room to flex for local audiences. It makes eBay feel familiar and relevant, whether you're discovering the brand for the first time or you've been shopping with us for years.

It was a refresh from the inside out: we fine-tuned our product's foundational design elements and introduced all-new, scalable components that could extend into marketing touchpoints to unify our global brand. And so eBay Evo was born.

Visual concept

Our design system translates into brand expressions through card stacks that reflect the eBay shopping experience. We further integrated the product into our expressions through UI elements inspired by interactions like searching, saving an item, or highlighting a deal — allowing us to spotlight our unique catalog, diverse community, and the discovery loop where customers explore, find unique items, and browse distinctive eBay storefronts.

Photography

My role was to develop a fresh photographic style built around storytelling — capturing our community and their passion for products in a way that feels both authentic and aspirational.

Playbook

To scale eBay Evo, we built a playbook to act as a central resource, showcasing all of our latest guidance to help our internal teams and agency partners put our system into practice. Over 50 collaborators contributed to its 280 pages, packed with the latest and greatest examples of Evo in action, showcasing best-in-class ways to tell our customers' stories. Visit playbook.ebay.com

Just the beginning

Evo embodies our promise to the world's largest community of enthusiasts: to empower them to do more of what they love. That means delivering meaningful choice, complete confidence, and human connection in every interaction — humanizing and simplifying the experience, always in service of our community and their treasures.