Auto Trader
NET|August 2019

Still associated with its old print magazine, the automotive marketplace’s site needed a new look. Studio Output reveals how it gave it a full remodel.

Auto Trader

Brief

Despite being the UK’s leading digital automotive marketplace, Auto Trader was still seen by some as a print magazine for men. Studio Output was chosen to help the company refresh its brand by creating a digital experience language for car buyers.

Close up

(1) To bring it up-to-date and in-keeping with the brand development, Output redrew the chevron device and letterforms of the Auto Trader logo. (2) Lifestyle photography adds variety and helps audiences see the benefit of a vehicle, not just the vehicle itself. (3) The new colour palette builds on the brand’s heritage. Its tones have been pushed to work across digital-first platforms, while feeling modern and insightful. (4) These illustrations provide the brand with ownable and friendly assets to quickly identify a topic or product. They build up from the UI as a consistent, flat style – adding a bold element to the toolkit. (5) Illustrations also add character to vehicle shots and help to provide more context on vehicle specialisms. (6) The typeface AT Fabriga’s large x-height aids legibility at small sizes across all audience platforms. And interesting cuts add enough character to make it ownable without complicating.

Mention ‘Autotrader’ to British men of a certain age and they’ll think of the classified ads magazine, which, at its height in 2000, was selling 368,000 copies a week. Nowadays few people turn to print when it comes to buying and selling second-hand. And so in 2013 the paper was closed and everything shifted to the website, which today is the UK and Ireland’s largest digital automotive marketplace.

Diese Geschichte stammt aus der August 2019-Ausgabe von NET.

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Diese Geschichte stammt aus der August 2019-Ausgabe von NET.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

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