Ghost Rebrand
Introduction
Ghost is a B2B marketplace for surplus inventory. Ahead of its $40M Series C, the company needed a more mature, sophisticated brand identity to resonate with enterprise buyers, sellers, and investors.
The Challenge
Ghost, a B2B marketplace for surplus inventory, was preparing for a $40M Series C raise. Its existing brand felt inconsistent, overly literal, and lacked the sophistication needed to resonate with enterprise buyers, resellers, and investors. Ghost needed a modern, elevated identity system that communicated security, discretion, and technical sophistication.
The Strategy
I conducted a full brand audit and competitive analysis, then developed stylescapes to explore tonal directions. Key insights led us to evolve Ghost’s visual identity from a literal ghost into more abstract, gestural forms that conveyed maturity and innovation without losing recognizability.
The Execution
Simplified and modernized the logomark.
Expanded the color palette for greater flexibility and sophistication.
Established consistent rules for typography, iconography, and illustration.
Introduced a graphic device to unify marketing and product surfaces.
Improved photography guidelines to differentiate Ghost from competitors’ generic stock imagery.
The Outcome
The new identity system gave Ghost a cohesive, premium brand foundation ahead of its Series C. The updated visual language helped align teams internally and positioned Ghost as a mature, trustworthy partner in the surplus goods marketplace.
My Role
I led the brand audit, strategy, and visual identity redesign in close collaboration with Ghost’s VP of Product and executive team.
Contributors