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InspirationGraphic Design

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.

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Three vertical posters showing Auto Trader's refreshed brand design with messaging about tech innovation, company benefits and access to datasets, each featuring bold colours and illustrated graphics

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 autotrader.co.uk.

Person in red jacket leaning out of car window holding up a camera, with Auto Trader logo overlaid
AutoTrader's rebranded identity featuring the logo, a white car with colourful graphic elements, a phone mockup and an expanded colour palette
Two people preparing outdoor adventure equipment beside a parked car with Auto Trader branding and tagline on red background
Auto Trader brand refresh campaign featuring six panels with colourful backgrounds, lifestyle photography and campaign messaging about school runs, priorities and car adventures
Auto Trader rebrand on mobile and desktop showing car buying interface, dealer trust messaging and winter car readiness campaign with turquoise and red colour scheme
Auto Trader rebrand featuring illustrated icons of a car wheel, MOT checklist, car part with red horns, calculator and wallet, alongside text promoting finance options and MOT information
White Audi A1 car displayed against a turquoise background with stylised hills and clouds, featuring Auto Trader branding and "Start your next adventure" tagline
White Fiat 500 electric car displayed against a vibrant red and teal graphic background with Auto Trader branding and "Meet the best new small car" headline
Auto Trader website homepage showing a white Fiat 500 car with animated green and blue landscape, customer rating of 9.3 stars, and sections about customer reviews and selling advice below
Auto Trader website displayed on laptop and mobile phone showing personalised dashboard with vehicle recommendations and engagement metrics for a Mercedes-Benz E Class
Auto Trader homepage displaying the rebrand with two children in red school uniforms in a car, headline "More fun on the school run" and sections for buying and selling cars
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