OfferUp: Brand Pivot and Repositioning

As OfferUp began evolving from a marketplace app into a local community platform, I led the effort to redefine its brand voice, story, and visual direction. Through stakeholder interviews and close collaboration with the Brand Director, I developed new short-, medium-, and long-form messaging frameworks that captured the company’s shift from simple buying and selling to real neighborhood connection.

To bring the vision to life, I built mood boards and creative narratives centered on the idea of a night market—a place where people meet, share, and trade stories as much as goods. The work reimagined OfferUp as a social hub grounded in community, not commerce, setting a new tone for its next chapter.