The secondary market for returned, excess, and broken inventory doesn’t have the best reputation; think middlemen, back-alley transactions, craigslist meet-ups. B-Stock’s product offering is a platform that allows businesses to sell their overstock in a more transparent and direct way to other business buyers. How do you brand and market a tool that transforms an industry, especially one that hasn’t changed for years?
We decided after a design-thinking offsite, that a rebrand of the business was necessary to build trust within the industry from both buyers and sellers and establish ourselves as thought leaders in the liquidation space. We wanted to, not only create a solid brand, but to take it a step further with a brand story. Our goal was to confront the ‘seedy’ side of the industry, and to show that our platform was the solution to the liquidation problem. We set out to update brand design, create relevant content, relaunch a new corporate website and with a bit of 5th grade humor, confront the issues that plague the industry with a specific campaign upon launch.
campaign creation, Video production, brand story-telling, writing, directing
I lead and executed B-Stock’s brand and corporate website launch, along with collaborating with the communications director to come up with campaign and new brand messaging. I touched everything, from user experience to writing and directing promotional videos. Our goal was to make B-Stock’s brand a more specific and trustworthy brand within the liquidation space, along with adding a bit of character and humor. The marketing team launched the “Everybody Liquidates” campaign to promote the new brand and site launch and make some waves within the industry.