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.
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.
“FA helped us create a powerful set of tools that removed guesswork and empowered people to bring the eBay brand to life in ways we never imagined.”