Gumtree rebrands with aim of reaching every UK internet user

Online classified ads site Gumtree has today launched its first rebranding campaign since its debut in 2000.

The rebrand includes a new logo, brand identity and developments across its mobile and desktop channels.

Gumtree appointed creative agency Koto – whose founders behind Airbnb’s brand redesign in 2014 – to develop its new brand identity.

Despite the new look Gumtree wants to communicate to consumers that it has kept the heritage of the brand. Head of marketing Hannah Wilson said: "The key thing for us in the short term is to ensure that we’ve got really strong communication with our consumers so that they quickly understand this is the old Gumtree that they love with a new look and feel."

The relaunch, which the firm was working on throughout 2015, is expected to expand the company’s reach and enable consumers to get the most out of the website. The firm said it was aiming to have every adult in the UK who uses the internet to be using Gumtree by 2018.

In order to achieve this, Gumtree is working with PR agency Manifest London on the rebranding strategy centred on bringing to life its new brand mission, 'A world of opportunity within our reach'.

Manifest account director Ali Maynard emphasised the agency's focus on dividing the PR strategy into two main sections: "We are initially talking to b2b media about the rebrand and business aims, whereas with consumer affairs writers we are highlighting the updates to our 24-hour customer service and new functionality of our mobile and site platforms."

It also has a number of activations going live across PR, social media and print media, working with creative agencies MyCleverAgency and Fold7.

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