The Concept

Platforms like Craigslist have shaped how peer-to-peer selling works in the West—simple, functional, and widely accepted. But in Indonesia, online classifieds have never had that same level of trust or usability. Most secondhand buying and selling happens through scattered social media groups, where transactions are informal, chaotic, and full of uncertainty.

Indolist wants to change that.

A marketplace should be more than just a place to list items—it should be safe, intuitive, and engaging. Indolist is designed to bring structure and trust to secondhand commerce while making the experience feel fresh and modern.

The brand is bold, playful, and people-first—leaning into its tagline, "Find What You Need, Connect with Who You Need." It’s not just about transactions; it’s about connecting with others where buying and selling feels as natural as chatting with a friend.

Whether you’re hunting for rare finds, decluttering your home, or launching a side hustle, Indolist makes the experience seamless, unified, and secure

We wanted Indolist to instantly stand out and have modern, minimalist look, relying heavily on grid based design and bold typography. It should feel like a lively, ever-moving marketplace, where things change hands quickly and easily. Buying and selling shouldn’t be complicated, and neither should the brand.

The look is bold, clean, and unmistakable—striking colors, simple shapes, and recognizable. No fluff, no clutter—just a straightforward way to connect with people and find what you need.

At its core, Indolist is about connection. It’s a digital noticeboard where people meet, trade, and connect with others, whether you’re buying a bike, finding a job, looking for a place to live, or just trying to meet new people.

To create a bold look we wanted to use strong typeface as display type. The second typeface, Outfit is a clean sans-serif excellent for headings and body and the application's UI.

Simple and minimalist doesn't have to be boring. We chose high contrast colors and bold typography as the core of the brand image. Marketing materials and forward facing branding rely on these and grid based type and design systems to make a statement and create and instantly noticeable brand image.

It was of utmost importance to have a clean, well organized UX where users could easily find what they need, whether that's a good or service or a community event.

All actions can be divided into two broad categories, those who want to search listings and those who want to make listings. For the searchers who already know what they want, a search bar is prominently placed at the top. For users who aren't sure and want to browse, they can search different categories like housing, community, or services. There is also a feed of new listings, promoted listings, and a custom feed based on what you have searched. For those who want to create a listing there is a prominent floating action button to quickly open up user flow and create your listing.

Users also have the options to favorite, view their current listings, and their chats on the bottom menu bar. The profile view offers an organized area to view and edit your listings, see your messages, and view your favorites

Below we can see someone who searched "cars for sale by owner". The results display relevant information like the make and model, location, mileage, price, and the ability to favorite.

After clicking, the user is directed to a details page with more photos, all relevant vehicle details, and a prominent action button to message the seller. Additionally, you can leave public comments on post rather than messaging and be directed to the sellers profile to see what others experience was with them. This is essential to establish trust.

For Indolist we designed posts and stories centered around many topics such as advertising you can find goods and services, unique items, create connections, and other advice such as staying safe from scams or when meeting people.