eBay Brand Portal • How eBay Made Brand Training Worth Caring About

eBay approached us to help tell their brand story to their entire global team through a comprehensive training platform. An internal tool like this is a massive undertaking, and when done properly, has the power to unite an entire company—from the sales division to product development—around a central mission. We set out to create an innovative internal tool that would inform, surprise and entertain everyone across the eBay team.

In order to tell this brand story, we developed the “map,” a visual language that complemented eBay’s mosaic style guide. We mapped out every beat of the experience, working closely with the strategy team to define every chapter, source every image, write every article, and design the interactive elements, including quizzes, graphs and videos.

To convey the look, the history, and the pillars of the eBay brand, we became exceedingly well-versed in their ecosystem. This meant working very closely with our partners, ensuring every aspect of the training was authentic to the company. We also had to ensure it would be comprehensive enough for every member of their organization. Our primary challenge was creating an experience that would provide a clear vision of the company to every person working there.

The brand training comes in 30 and 60-minute versions and is mandatory for all employees and third-party vendors. The training also features an introductory video, made entirely in-house, that shows the importance and effectiveness of a cohesive brand. The key takeaway is that strong brands are made through the cooperation of every team member—and with its new internal tool, eBay’s brand culture is now stronger than ever.