How Depop Keeps Its Brand Clear

A growing brand needs to change without losing its identity. Steve Dool joined Depop in 2018 and now leads brand and creative work. He says the company should know which conversations fit its purpose. A popular topic is not always a good reason to join in. The team first asks whether people want Depop to be part of that conversation.

Dool does not see creativity and data as separate kinds of work. Choosing a font uses knowledge and judgment. Understanding data also needs creative thinking. The team tries to learn from small changes before making bigger ones. Early YouTube ads explained simple reasons to sell on Depop. A familiar song could help people remember the ad. These improvements helped build confidence inside the business.

That confidence gave the team room to try more ambitious campaigns. In its work with Zara Larsson, Depop wanted to communicate with more humor. The team looked for someone with a real connection to secondhand shopping. Comedian Jo Sunday wrote drafts, and Zara Larsson helped change them. The campaign was a shared creative project, rather than someone simply reading a finished script.

Depop also meets its community outside the app. People buy secondhand clothes from other people on the service. Dool wants events to reflect that personal connection. Activities can include exchanging clothes or changing how they look. At Daisy Chain Fields Festival, visitors could win items found on Depop. This gave people a chance to try secondhand fashion directly.

Dool wants partners who build on the team's work and accept discussion. He also values curiosity about culture, design, and Depop itself. A strong brand does not need to follow every trend. It needs clear choices and patient learning. Small results can support bigger ideas over time. Creative work should keep its quality while helping the business and its community.