In design you're always tempted by the blank page moment. With every briefing you want a fresh start. Creating a new logo, new colours, new typography. Ideally all at once. Somehow it would feel wrong to stick with what already exists. Like you're not doing your job properly.
With the willhaben rebrand, it was no different. Except that, after letting go of our own assumptions, it led somewhere unexpected. willhaben is Austria's largest classifieds platform, covering second-hand goods, real estate, vehicles, and jobs. A brand so familiar to almost all Austrians that it's simply part of everyday life. And that, as it turned out, was the key.
