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MercadoLibre

Sharing the success stories behind Latin America’s first e-commerce site

May 2014 - Aug 2014

01

The_Client

On August 2007, MercadoLibre published its shares at NASDAQ. Nowadays, at least 52000 people have generated their income through one of the most visited ecommerce sites in the world.

109M

Users

Nº1

Latin American Site

Nº8

E-commerce Site of the World

02

The_Challenge

To celebrate its 15th anniversary, MercadoLibre decided to tell the stories of those clients who had succeeded because of the platform. To achieve this, the company made a book. Our challenge? Pour the book’s stories into the digital realm.

MercadoLibre needed to:

Share

Their Success Stories

Our strategy

Engage

The Users To Keep Reading

&

Exhibit

Their Trajectory

Display

The Content In An Attractive Way

03

The_Approach

Art Direction

MercadoLibre's priority has always been its functionality. We developed a unique and powerful art direction while we stayed aligned to the brand’s vision. We chose a minimal style to let the stories speak for themselves.

Color Scheme

#0F0E9F
#FAD000
#43434C
#F2F0F0

The Grid

Typographic System

Main Titles

Lato Bold & Light, Size: 72px, Leading: 90px, Tracking: 0em

Sub Titles

Lato Bold & Light, Size: 18px, Leading: 24px, Tracking: 0.180em

Quotes & Highlihts

Lato Light Italic, Size: 36px, Leading: 48px, Tracking: 0em

Copy Text

Lato Light & Light Italic, Size: 18px, Leading: 30px, Tracking: 0em

Buttons

Lato Bold, Size: 14px, Leading: 21px, Tracking: 0.180em

Image Treatment

N° 01

Raw Images

N° 02

Gradient Map

Custom Animations

Most of the grids tend to disappear when their items open up full screen, even before animating the popup from the center. We wanted the animation to be more contextualized, so we figured out a way to stretch the clicked item to full screen.

MercadoLibre Home

See it in action:

MercadoLibre Home

04

The_Design

A minimalistic yet beautiful digital experience to an editorial piece

MercadoLibre Home

Responsive

Open story

Final Version

MercadoLibre Home

Discarded Exploration

MercadoLibre Home