Afterpay Day
August 2024
Creative Direction
Design System
Credit:
3D: Sekani Solomon
ECD: Luke Martin
Rollout: Ben Potter
Afterpay Day is a bi-annual retail flex. A rare brand moment where merchants doing the shouting for them at scale. It’s the third biggest retail event in Australia. Australia Post calls it peak.
The brief, always the same: appealing to a wide audience, how do we sell more?
Afterpay sits at the crossroads of finance and culture. It’s not about discounts. It’s about what you get - and how you get it. The new shoes. The latest headphones. The Stanley Cup that hijacked your TikTok feed.
We wanted to shift the story from cost to value. From sale to status.
Using top-trending sales data, we handpicked the products (with approvals, of course) and made them unmistakably ours - dipped in chrome, catching and reflecting the Afterpay glow. Cultural objects, recast through our lens.
This project was done by just myself and the amazing ex-Buck 3D artist at Cash App, Sekani Solomon.
The approach:
Epic discounts.
When the moment feels premium and elevated, the brand does too.
Over 500 assets
(not including the merchant-generated content)
In-store Digital
In-store Visual Merchandising
App
Organic Social
Paid Social
BVOD
Email
Acquisition & Growth
Partner Marketing
Rich Push Notifications
Out of Home
