Kleinanzeigen: Rebranding

In June 2021, Kleinanzeigen plus other online classifieds, were acquired by the Adevinta Group, a global leader in online classified ads. This change required a rebranding. The goal: to reinterpret the existing brand and sharpen its values and identity.

Moccu has been in charge of Kleinanzeigen’s themed pages since 2016. These include:

• help & support
• magazine
• media section
• landing pages
• how-to guides

All 500+ pages needed a complete overhaul to match the new design, including tweaked copy and images to match the rebranding.

At the same time, Kleinanzeigen asked for closer alignment between the themed pages and the core classified business to make both – technologically independent – systems look & feel consistent and seamless to users.

We tackled several workstreams at the same time:

Design implementation

We built new pattern libraries and amended existing ones to coordinate the implementation of the new Kleinanzeigen design with all stakeholders and agencies involved.

Technical implementation

For smooth implementation of the required technical changes behind the scenes, we duplicated the live environment and realized all necessary changes and adjustments in this version, in line with the stated design requirements.

Content updates

More than 500 pages‘ worth of text copy and images were edited to match the rebranding specs. Beyond removing the term “eBay”, this involved targeted rewrites as well as replacing images.

Spring cleaning

We gave code, contents, and UI libraries a radical decluttering, defined new templates, and then used these as a basis for pages – in close consultation with Kleinanzeigen as well as further (partner) agencies.

Initially, managing the workflow and exchange with Kleinanzeigen and a total of 14 agencies seemed challenging, but the process turned out to be well structured and collaborative, including excellent preparation by all parties.

During implementation, some of design specs evolved. Yet thorough planning and efficient coordination meant we could continue without delay and stick to the schedule.

Collaboration also remained constructive and harmonious throughout since Kleinanzeigen had set clear priorities and accountabilities for the entire project, ensuring a lean process and smooth progress.