EOFY 2025

Two phases. One goal: Keep eBay top of mind during the busiest retail window of the year.

For EOFY 2025, eBay needed one campaign system that could flex across two different retail objectives: driving eBay Plus momentum and building trust around Refurbished Tech. I was involved from early strategy through to design direction, rollout, and storyboard development, shaping a campaign that balanced commercial clarity with bold, playful, brand-led execution.

My role: Strategy support, design direction, campaign system development, digital rollout, motion direction, and storyboard development.

EOFY LOCKUP

A clean and playful lockup was designed to complement rather than compete with surrounding visuals across all formats.

Colour palette

A rotating colour system led by Kiwi Green and Blue reinforced eBay Plus and Refurb messaging, with heritage tones supporting a flexible, multi-phase EOFY campaign.

Design approach

Pushed global brand guidelines through dynamic layouts, avoiding fixed formats to keep the campaign fresh and unpredictable.

Early EOFY, eBay Plus

EOFY Refurbished

Storyboard

I crafted the storyboard for the EOFY campaign video, produced with Limehouse and rolled out across social to spotlight eBay’s Refurbished feature during peak sales.

Creative team

Design Lead: Dalo

Design Team: Annika, Lucy, Ratna, and Lav

Copywriters: Alec (lead), Vanessa, and Zephyr

Duration: May–June 2025