OfferUp: Brand Pivot and Repositioning

As OfferUp evolved from a transactional marketplace into a community-first platform, the brand needed a clearer narrative to support that shift. I partnered with leadership to redefine OfferUp’s voice and story, aligning how the company spoke to users with its emerging role as a place for local connection—not just buying and selling.

Through stakeholder interviews and close collaboration with the Brand Director, I developed short-, medium-, and long-term messaging frameworks to guide marketing, product, and lifecycle communications. These systems helped teams consistently express the same core idea across formats and channels as the company’s focus evolved.

To bring the narrative to life, I shaped a creative concept inspired by a neighborhood night market—a social space where people gather, exchange stories, and build trust alongside commerce. The concept reframed OfferUp as a human, community-driven platform and established a foundation for its next chapter.