Collectibles is a community for the fanatic. Previously "Cardbase", Ryan was brought into provide direction for a rebrand that applied to a wider audience as well as a larger subject matter. Narrowing in on the "archetypes" of collectors and allowing the user to self-select their demographic was a key idea in this rebrand direction in the move to "Collectibles.com", this user base and product is inherently niche-based, allowing for a unique and flexible storytelling opportunity.