Building a community of unfollowers
A second-hand marketplace for the cool kids of London, Paris, New York, and LA; Depop is a cultural sensation. While their following was growing fast, they didn’t have a singular proposition to rally behind.
We decided to start a movement, and created ‘We the unfollowers’. Based on what it means to be part of Depop’s community, we built the brand on the idea of rejecting the norms and being proudly and authentically yourself.
This concept drove the spirit of the brand and visual identity, including logo, typeface, colour and tone of voice. The logo is too wide, the typeface is too bold, the colour is default.
The look and feel was based on urban DIY shop signage – to stand loud and proud.
The tone of voice was drawn directly from the community, inviting all types of people. No wrong. No right. You look good already.
This new look and feel cemented Depop’s place in urban youth culture. The app is now a staple item on smartphones for any under 25. We went on to work with Depop again, to conceptualise and create their first ever global campaign.
Where big ad agencies had missed the point, we took the project right back to where it should have started; the users. Instead of projecting our own voice, we used bios straight from Depop’s community to show the world exactly what it’s about.
Following the launch of its fresh brand identity and a campaign that stayed true to its audience, Depop’s following skyrocketed and they reached 35 million users in 2022. To date they continue to thrive, with up to 140,000 new listings daily.