Case Study
Yaga SA, Kenya, Estonia
1.1 million users
@Yaga 54.2K followers (SA)2024-2025Brand Development, Poster Work, Billboard Campaigns, Digital Display Campaigns, Escalator design, Illustration, AnimationYaga is the leading marketplace app in South Africa, also operating in Kenya and Estonia, for buying and selling pre-owned items. I was commissioned as a brand consultant and graphic designer to enhance the existing brand, expanding the brand book to elevate their visual identity, tone of voice and online presence. Throughout my journey with Yaga I have been the sole designer, working directly with the markteting and growth team to deliver campaigns and content across the brand.
Maintaining the established core colour scheme, I introduced a new hero font, developed a typographic application and established a new photography source with the goal of expanding the demographics Yaga speaks to, beyond millenials and towards Gen Zs. I created new design systems and a fresh graphical baseline to inform all integrated and targeted campaigns across digital display, social and offline print.
Estonia’s rotational always-on targeted campaigns set the tone for Yaga as a lifestyle brand as well as utility with some core values. Yaga is earth-positive, fashion-forward and guarunteed value for money, counteracting the common misconception that second hand shopping automatically compromises on quality and style.
Another regular deliverable is out-of-home campaigns for Yaga (SA), targeting different demographics across the country. These take the form of static print to small and large scale, or animated billboards.
My most recent being brand ambassador-focussed, where I was supplied raw images and copy to efficiently format into 98 different large-scale renders.