MARSHALS

An exceptional brand and online auction house

Client

MARSHALS

Scope

Business strategy, Brand & web strategy, Research & insight, Brand & product positioning, Naming, Concept development, Creative direction, Brand story, Verbal & visual identity, Web design & development, Print & packaging, Indoor & outdoor advertising, Planning & advice, Content creation, Asset development, Social media management

Duration

2020 - present

mini-driving-on-theroad-with-custom-plate

About the project

Marshals is the high-end online auction house that brings together buyers and sellers of premium cars, in a way that's distinctive and transparent.

Iconic, premium examples from the most exclusive marques and collectables go under the hammer here. MARSHALS is there to support both buyer and seller, overseeing the entire trading process, from first contact to final delivery of the car.

From naming to design to the final development of the platform. We did it all.

Brand strategy

Naming

Named after the marshals from motorsport. The ones responsible for the safety of participants during a race. Stationed at various points around the circuit, ready to assist racers and keep everything running smoothly. They're right on top of the action and play a key role in everything that happens on the track.

Checked Flag Racing People Marshals Stuurmen

Ferarri Flag Black White Finish Marshals Stuurmen

Brand design & brand experience

Logo

It mattered that the new MARSHALS logo struck the right balance between classic and modern. The vintage motorsport feel had to stay intact, but we also wanted to avoid anything dusty or dated. That's why the new wordmark uses a classic typeface, adapted to give it a modern look.

Colour

We chose a diverse, dynamic colour palette, encouraging creative freedom throughout the brand and its communications. We split the colours into primary and secondary sets, so recognition and consistency in the brand experience never take a hit.

Businesscards Branding Stuurmen Marshals Orange Paper Print

Poster Design Different Colors Branding Racing Marshals

Ready Set Action Flag Branding Design Stuurmen

Poster On Billboard Showcasing Car Branding Stuurmen Marshals

Car Brands Flag Social Post Typography Marshals Stuurmen

Socials Instagram Marshals Branding Style Stuurmen

Website & auction platform

In designing and building the auction platform, it mattered enormously that the MARSHALS philosophy carried through as precisely as possible. The brand is all about assistance and support, so usability was naturally a top priority.

We considered a wide range of scenarios and variables. Think creating an account, submitting a car for auction, placing a bid, getting outbid, winning the auction, placing a bid that's too low, and so on. Every situation needed the right flow, so users always know the status of an auction. It's all set up and connected so users get automatic notifications.