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's 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.

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, creative strategy, and visual identity redesign in close collaboration with Ghost’s VP of Product and executive team.

Contributors

Ghost Rebrand

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.

Ghost's 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.

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.

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.

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 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.

I led the brand audit, creative strategy, and visual identity redesign in close collaboration with Ghost’s VP of Product and executive team.

Abigail Readey
Eli Myers

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Ghost Rebrand

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.

Ghost's 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.

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.

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.

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 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.

I led the brand audit, creative strategy, and visual identity redesign in close collaboration with Ghost’s VP of Product and executive team.

Abigail ReadeyEli Myers

Next

Next

Next

Abigail Readey
Eli Myers