Studio Output shifts perceptions of iconic Auto Trader with brand refresh

Where do you go to when you need to sell or buy a car? Auto Trader is and has been the UK's leading digital automotive marketplace, at the forefront of our minds for decades. With an average of 55 million monthly visits, 70% of those on mobile, you'd think we'd all know what it's about. Because apparently, some people still believe it's a print magazine for middle-aged men.

London agency Studio Output was appointed by Auto Trader to work closely with its internal brand, design and UX teams to shift this perception. By interpreting a strategic repositioning into a brand design language, the agency created principles to guide the functional experiences they make day to day.

Dan Moore, Managing Director of Studio Output, said: "The system builds on the brand’s heritage, embodying a personality that reflects the business as it is, not as it was – and evolving into something purpose-built for digital platforms."

You can expect a wider colour palette which appeals to a broader audience while building on the core blue and red that we've all come to associate with Auto Trader. There's more of an emotive brand with product-led photography, helping the audience to picture themselves using the vehicles. Studio Output even added motion across the brand, adding to the overall effect. Here's just a peak at the final brand. See it in full at


Get the best of Creative Boom delivered to your inbox weekly