Australian online marketplace, MyDeal has developed a new bold and energetic brand identity, reflecting the company’s evolution over the past 10 years.

Designed in collaboration with independent creative studio, Christopher Doyle & Co, the new brand identity aligns with MyDeal’s strategy of making life more affordable for Australians by bringing an extensive range of home and lifestyle products at great prices.

The new look is built on three pillars: confidence, approachability and simplicity. The full brand refresh includes a new logo which encompasses a smiling ‘Y’, updated typography, new colour palette and change in brand tone of voice. Each element has been designed to emanate the emotion of that ‘MyDeal feel’ of happiness and joy when finding a product and brand at a great price.

MyDeal chief marketing officer, Ryan Gracie said it was time to give the marketplace a new look and feel and create a memorable personality for Australian shoppers.

“I’ve joined MyDeal at a pivotal moment in its growth story and I couldn’t be more excited to be working alongside founder and CEO Sean Senvirtne, head of brand John Barkle and the broader team to take this brand to a new level. The revitalised identity allows us to connect with a new generation of online shoppers by bringing to life the MyDeal shopping experience in a fun and approachable way,” he said.

MyDeal plans to roll out a broader brand campaign that will incorporate above the line advertising through traditional media channels including TV, radio and out of home, including LED signage within the AFL and NRL games, with premium outdoor billboards to go live across Brisbane, Sydney and Melbourne. 

Creative production is due to commence at the end of September to go live for the Christmas trading period.