A Playbook for brand decision-making.
eBay set a bold new vision for their brand and company strategy in 2018, but needed help providing teams across the world with easy access, up-to-date info, and the clarity to execute with confidence. Free Association was brought in to create a single source of truth for all things brand — a digital platform called eBay Playbook, designed to speed up decisions across the organization and unite 15,000+ employees and agency partners.
For nearly three years, we've collaborated closely to make eBay Playbook an elegant, useful and scalable platform that helps bring the brand to life.
We formed a content strategy, then reshaped comprehensive guidelines to clarify Strategy, Logo, Color, Typography, Photography, Iconography, Layout and Voice & Tone.
We helped various teams build guidelines specific to their channels, tying all back to brand foundations — digital product, marketing creative, branded merchandise and more.
When design rules got too complex, we built them into simple tools. One helped users create brand-approved color layering options, while another generated color block layouts.
We created tools that can output production-ready creative assets with ease, reducing waste in the manual efforts that were required to design highly templatized elements.
We centralized many key resources, including a Brand Showcase of the best execution worldwide, an Asset Library with all downloads, and a Glossary to build a shared language.
We established direct lines of communication via ZenDesk, so any user could easily contribute or ask questions, and the platform could represent known issues and updates in progress.