Catawiki
Rebrand
A refined identity. Approachable, inclusive, and passionate, with effortless sophistication.
Challenge
HELPING BRING UNIQUENESS TO THE MASSES
Catawiki is an online auction for rare and one of a kind objects. While they began with professionals and niche collectors, they were looking for their next step in growth and to broaden the number of buyers and sellers exchanging unique objects.
Over the years Dentsu Creative has worked closely with Catawiki to help them realize this ambition. We’ve touching nearly every major aspect of the buyers and sellers platform experience, from identity, to campaigns, to propositions, to B2C and B2B experience design. And at each step, we’ve kept our clients growth in mind.
Approach
BUYER SIDE REIMAGINED THROUGH NARRATIVE
We started with the buyer side of the platform. The existing approach was functional, lacking in a human perspective, missing the excitement of the hunt and backstory and - maybe most importantly - underreporting their biggest differentiator, their experts.
The first big change was a new identity, where we introduce its most iconic element: ‘The Window’, a metaphor the invitation to discover the incredibly unique objects and their stories the platform affords its users.
We then amplified the experts throughout the experience, making them the individual, real and trusted specialists who curate and validate the uniqueness narrative and history of every object sold.
Solution
A SELLER SIDE FOR THE PROS & AMATEURS ALIKE
With our new identity and focus on the experts in hand, we moved on to the Seller side of the platform, asking ourselves: how can we best help sellers achieve their ultimate goal - helping find the perfect buyer? The wrinkle was, different buyers had extremely different needs.
We introduced a range of new tools and bespoke journeys for the two key personas, like bulk object uploaders for the pro and AI driven content recommendations for the amateur.
And again, experts formed a key part of a differentiated experience, providing unique advice on how best to market a unique object and a catawiki loyalty mechanic through tiered support depending on your status as a pro or amateur.
