BACK MARKET
LOGO & BILLBOARD LAYOUTS
CHALLENGE
Back Market, the leading refurbished tech marketplace, wants to combat e-waste and market their phones as being the more innovative choice than new.
SOLUTION
Under the guise of a mysterious Big Tech company, my team at Gus teased the release of a "new" R phone using massive billboards, tech influencers, and even some leaked documents. On the day of the 2023 Apple keynote, we revealed that Back Market were the ones behind all the cryptic tactics with a second version of the logo and billboards that unveiled the true meaning of R – Refurbished. The scale and environmental mission of this project has been covered by various advertising press, including Adweek, Ads of the World, and Shots.
The R logo, inspired by the minimalist aesthetic of Big Tech and born from Back Market's brand identity, was designed to be a seal of high standard quality for "professionally refurbished" products. Any device, whether sold by Back Market or elsewhere, can now be distinguished as certified professionally refurbished technology.
CLIENT Back Market
SKILLS Adobe Illustrator, Adobe Photoshop, Logo Design, Art Direction, Billboard Layout
ROLE Graphic Designer
ROLE Graphic Designer
COLLABORATORS Jennifer Hart (Producer), Shelby Bass (Art Director), Nick Garfield (Copy), Modern Logic (VFX)
