Making second-hand the smart choice


OLX is one of the world’s most successful classifieds businesses, operating in over 35 countries. Facing pressure from both domestic and international competition – and struggling with disparities in their visual identity and product across different markets – OLX came to us at a pivotal moment. The company needed a whole new experience to set it apart globally, unify its markets, and go beyond classifieds.


From saving money to saving the planet, using OLX makes sense. But after visiting key regions across the world, talking to users, and understanding the cultural contexts of OLX's markets, we discovered a huge stigma around buying and selling second-hand. It needed to shift.


Our strategic proposition ‘We exist to empower everyone to make smart choices’ puts the power in the hands of the buyers, sellers, businesses and employees. It positions OLX as the savvy way to buy and sell almost anything.

From this strategic jump-off, we created a visual design system that’s dynamic, confident and bursting with energy — expressing all the optimism and attitude that’s true to OLX. The logo itself represents the idea of choices, flexing and shifting between options.

We created all the tools OLX would need to launch the refreshed brand around the world — including distinctive custom typography, a vibrant colour palette, photography guidelines featuring confident local users, and helpful yet attitudinal tone of voice principles.

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We also translated the spirit of the brand through a digital vision and principles, setting the benchmark for OLX’s future platform. Working closely with the product teams, we created exciting new features and built an extensive component library.

To help every team across the business truly understand the spirit of ‘Smart Choices’, we built a sophisticated brand hub, encapsulating every tool needed to launch the brand around the world — brand guidelines, digital guidelines, articles, voting mechanisms, an avatar generator, a layout generator, and lots of visual inspiration.


The new brand is rolling out in 20+ countries across the world, and local teams have already begun to capture the spirit of ‘Smart choices’ with bold new campaigns. With a powerful new brand and digital experience to match, OLX can go from strength to strength, shifting the negative perceptions of second-hand to something smart, positive and fun.

"Smarter consumption is at the heart of classifieds - being able to own that and take it up a notch, defining the future of trade through the strategic and visual platform that DesignStudio created, is nothing short of awesome."Alex Hutley, Global Brand Director

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