Most urban homes have a corner filled with things we once wanted but no longer use. Selling them often feels like more effort than they are worth. Yet somewhere in the same city, someone is looking for exactly that thing.

URBN Barter is a project that brings one of the oldest marketplace ideas back for modern urban life. It is a product-swapping platform where people exchange what they no longer use for something they actually will.

We developed the project from insight to execution—building its strategy, visual identity, user personas, app experience and launch communication. The interconnected logo represents urban communities brought together through exchange, while the positioning, “The OG Marketplace,” gives barter a contemporary and playful identity.

The campaign extends beyond the app through films, billboards, Barter Fest and the social media challenge Barter Battles, turning exchange into a culture people can participate in.

At its heart, URBN Barter keeps products, stories and value in circulation—because ownership may be temporary, but value does not have to be.