eBay Communities of Inclusion

Background

Beyond a moral necessity, eBay sees D&I as “the foundation of our business model” and absolutely critical to their ability to thrive in an increasingly competitive global landscape. One way eBay achieves this is with Communities of Inclusion — employee-led groups that promote a culture of belonging at both eBay and StubHub. Their communities might focus on age, disability status, ethnicity, gender, religion, military status, parental status, sexual orientation, or gender identity and expression. With chapters all over the world, their communities provide a safe space for employees to discuss topics and participate in activities. But when it came to branding, eBay’s COIs were relying on makeshift logos that varied widely in quality, consistency, and branding. It was time to level up, and invest in their COIs with a logo system that aligned with the new eBay rebrand and that were suitable for t-shirts, events, promotional items, and more.

Solutions

With that brief in hand, we got to work. The Big Monocle team collaborated with these communities through member interviews and questionnares to create an official COI logo system to represent their unique identities, while fitting into the larger Community of Inclusion umbrella. I took cue from the refreshed eBay branding, with a focus to a grid system, creating a 3×4 grid to develop each logo within. I then defined color palettes, taken from the larger brand palette, for each community to further personalize their branding. Each group now has a unique brand to market themselves, while fitting together as the Communities of Inclusion.

Since launch, two more COIs have been added to the ecosystem, with 500+ global events reaching more than 20,000 attendees.

PROJECT TYPE
Logo Design
Design Systems
Art Direction

STUDIO
Big Monocle

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