Imagery, design classics, placed amongst type establish an immediate visual language that speaks to a market that is design literate. Presently, the Kaiyo website is mixed, without the same eye for photographic elegance, or the standout pieces as visual identity, as such identity appears aspirational. There is, however, a continuity in the way the current stock is presented and visual identity; its modularity, secondary typeface and eye-catching colour palette, manage to hold a variety of second-hand products together, a point of difference, where previous experiences, those user-generated platforms, are fragmented.