Retail Fest 2025
Role: Design Lead & Concept Development.
As design lead for this campaign, I led the creative direction for 25 years and counting, eBay's Retail Fest2025 experience for its 25th anniversary. We had a smaller budget and a crowded space, so the challenge was finding a simple way to stand out and give sellers something worth stopping for. The idea was to make sellers the hero, using hero yellow visuals, motion, and real data to show how eBay helps businesses grow. It kept the 25th birthday in there but more importantly, it showed that eBay is a long-term partner, not just a marketplace.
From sketch to experience
I led the early concept development, creating the sketches and key talking points that sold the idea to the client.
I then established the visual direction and guided two designers as the concept expanded across the complete event experience.
Motion Video
Digital Display 3m x 3m Booth Stand.
A mobile version for sellers to view on their phones.
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eBay’s heritage colours created a bold, celebratory system, with yellow providing visibility, optimism and energy throughout the venue.
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18 print and environmental assets
Two motion pieces
Digital displays and booth graphics
Merchandise and seller gift packs
Event landing page and email communications
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Creative Direction: Dalo Stepho and Brad Stevens
Design Lead: Dalo Stepho
Designers: Lucy and Ratna
Strategy: Kerryn, Natalie, Liz and Dalo
Event Production: Chronicle