Retail Fest 2025

Written By dalo stepho

For eBay’s 25th anniversary, Retail Fest 2025 turned seller growth, marketplace data and brand heritage into a bold event experience. I was involved from early strategy through to concept and delivery, shaping the visual direction and rolling it out across print, motion, digital, merchandise and environmental design.

Final Tissue Session Concepts

I led the concept development, creating all the sketches and key talking points that helped sell the idea to the client.

Concepts Brought to Life

What started as my sketches and ideas in a tissue session turned into the real deal, brought to life through full production and captured at the event.

Motion Video

Digital Display 3m x 3m Booth Stand.

A mobile version for sellers to view on their phones.

    • Unified across digital, print, environmental design, and merchandise

    • Colour-coded system for easy navigation — with Yellow as the hero colour, chosen for:

    • High visibility in a large warehouse-style venue

    • Its symbolic link to fun, optimism, and energy

    • A playful, celebratory tone — never overly corporate

      Outcomes

      • Positioned eBay as a trusted partner and growth enabler for sellers

      • Transformed static data into dynamic, sharable content through motion and storytelling

      • Encouraged seller activation through personalisation, play, and meaningful engagement

      • Created an experience that can scale across future campaigns and activations

      Assets Rollout

      • 18 print assets: From pull-up banners to merchandise for goodie bags

      • 2 motion videos: Designed for in-event screens and digital amplification, optimised for mobile viewing and post-event follow-up

      • Email comms: Sign-up emails, post-event follow-ups, and a branded event landing page

  • Pre-Conference

    • Heritage-coloured table styling

    • eBay-branded décor and directional signage

    • Designed and branded coffee cart

    • Stacked branded boxes as a photo opportunity backdrop

    Hosted Lunch & Learn (Client requested a suggestion, as this was led by the Ads department)

    • Branded tables with heritage-coloured tablecloths

    • Personalised gift boxes with QR codes for exclusive seller perks

    • Printed “Trading Cards” at each place setting to prompt discussion

    • Pull-up banners and branded decor reused from earlier activations

    • Stacked branded boxes reused as a photo opportunity backdrop

    The Booth (Stand)

    • Large digital wall with data visualisation (e.g., items sold per second, top categories, average seller growth)

    • Large yellow lightbox wall with 25th birthday lockup, incorporating a human storytelling element

    • Tall tables for interactive 1:1 Q&A sessions

    • Branded juice bar featuring eBay’s heritage colours

    Cocktail Party

    • Branded conversation starter cards (“Trading Cards”)

    • Photobooth and media wall

    • Trivia hosted by eBay staff (a low-fi alternative to digital activations)

    • eBay-coloured cocktails with branded ice cubes

    • Custom birthday cake inspired by eBay's quirky 1990s aesthetic — white exterior with stacked heritage-coloured sponge

    • Ambient lighting, balloon-filled entryway, and a vibrant, celebratory atmosphere

    • Creative Direction: Dalo & Brad Stevens

    • Account Holders: Natalie and Liz

    • Strategy: Kerryn, Natalie, Liz, and Dalo

    • Design Lead: Dalo

    • Designers: Lucy and Ratna

    • Event Production Partner: Chronicle

    • Timeline: May 2025 Event Duration: Two days — including pre-conference, main booth activation, hosted lunch, and afterparty

dalo stepho
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EOFY 2025