EOFY 2025

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

Phase 1 – Early EOFY (May)
Focused on eBay Plus member retention and new sign-ups.
Promoted exclusive early access and deals without resorting to price-driven messaging.

Phase 2 – EOFY Sales Event (June)
Shifted focus to Refurbished Tech, reframing it as tested, graded, and backed by a 12-month warranty.


EOFY LOCKUP

The lockup was approached with a clean yet playful tone, thoughtfully placed across all formats to complement, not compete with, the visual elements.

Colour palette

Kiwi Green set the visual tone for Early EOFY, used consistently across formats — including kickers — to reinforce eBay Plus. Post-May, Blue was reintroduced as the hero colour for Refurb, carrying the same bold recognition while building trust in the feature. The heritage palette (Red, Yellow, Green) supported the remainder of the campaign.

Colours rotate per EOFY job, as the campaign includes multiple deliverables with varying product features and visual messaging

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

In the second week of EOFY production, I crafted a storyboard for the campaign video, which has since been rolled out across all social channels. We partnered with Limehouse, who brought it to life in production. The video further emphasises eBay’s Refurbished feature, a great opportunity to push it during the peak sales event.

Creative team

Design Lead: Myself 


Design Team: Annika, Lucy, and Rathana


Copywriters: Alec (lead), Vanessa, and Zephyr

Duration: May–June 2025