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Positioning a start-up to leapfrog competitors

Client: Netcycler / Swap.com


Netcycler is a new Internet service entering the highly competitive “used goods trading” market, currently dominated on one side by fast-growing eBay and on the other by local classifieds. Netcycler’s competitive advantage stems from its patented “trade ring” technology that makes “swapping” goods a viable alternative to buying and selling. Netcycler’s challenge was to differentiate itself and take share from competitors, addressing people’s need to buy and sell while increasing the use of swapping.


The new positioning strategy, focused on being the “the smartest way to get the things you need,” built on the ways in which Netcycler was a better choice than both “used goods” and “new goods” competitors. A new brand identity, combined with a service restructured to increase focus on the differences between product categories, set the young company on the right path for growth.

Related services
The new logotype, which was also applied to Swap.com (acquired by Netcycler in 2012)
Making swapping an equally viable way to get things you need
The new color palette
The font collections used in combination
The photo style makes used items look more like new items
The new, category-driven website
Simplified usability, category inspiration
Strong presence on mobile devices