Brian Foo.
Celebrating Bond’s 35,301 days
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
Bonds aimed to celebrate a century of heritage and deepen consumer loyalty by creating a campaign that would activate emotional engagement across a broad demographic while turning a passive audience into active participants.
Solution
Building on the strategic intent of Bond’s The Birthday Project, I’ve designed and refined a scalable, user-centred digital product that enabled Australians to explore a 35,301-day timeline and claim their birthday as part of a national narrative. The design solution translated a complex body of brand history into an accessible, participatory experience that achieved:
Simplified complex navigation
through utilising multiple timeline paradigms, catering to both exploratory users and goal-oriented claimants.
Reduced onboarding friction
with contextual guidance and progressive disclosure with the use of intuitive user interface to lower barriers and increase engagement.
Delivered a streamlined claiming flow
optimised for rapid submission and mobile participation, reflexive of the campaign’s incentivised t-shirt offer that drove high conversion rates.
Amplifiedsocialreach
via seamless Facebook integration that surfaced friends’ birthdays and encouraged social sharing.
View mode - Gallery
View mode - Grids
IA mapping
View mode - Gallery
View mode - Grids
View mode - Gallery
View mode - Grids
Impact
The product experience built on the enduring strategy of the 2012 campaign by converting heritage into active participation and organic amplification. It reinforced Bonds’ cultural relevance through a data-driven, emotionally engaging hub that expanded the brand’s digital footprint driven by comtempory UX methodologies.
Rachael Taylor launches The Birthday Project for Bonds
Awards
Gold - MADC Best Digital Direct ResponseFinalist - Cannes Titanium & integrated
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Celebrating Bond’s 35,301 days
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
Bonds aimed to celebrate a century of heritage and deepen consumer loyalty by creating a campaign that would activate emotional engagement across a broad demographic while turning a passive audience into active participants.
Solution
Building on the strategic intent of Bond’s The Birthday Project, I’ve designed and refined a scalable, user-centred digital product that enabled Australians to explore a 35,301-day timeline and claim their birthday as part of a national narrative. The design solution translated a complex body of brand history into an accessible, participatory experience that achieved:
Simplified complex navigation
through utilising multiple timeline paradigms, catering to both exploratory users and goal-oriented claimants.
Reduced onboarding friction
with contextual guidance and progressive disclosure with the use of intuitive user interface to lower barriers and increase engagement.
Delivered a streamlined claiming flow
optimised for rapid submission and mobile participation, reflexive of the campaign’s incentivised t-shirt offer that drove high conversion rates.
Amplifiedsocialreach
via seamless Facebook integration that surfaced friends’ birthdays and encouraged social sharing.
View mode - Gallery
View mode - Grids
IA mapping
View mode - Gallery
View mode - Grids
View mode - Gallery
View mode - Grids
Impact
The product experience built on the enduring strategy of the 2012 campaign by converting heritage into active participation and organic amplification. It reinforced Bonds’ cultural relevance through a data-driven, emotionally engaging hub that expanded the brand’s digital footprint driven by comtempory UX methodologies.
Rachael Taylor launches The Birthday Project for Bonds
Awards
Gold - MADC Best Digital Direct ResponseFinalist - Cannes Titanium & integrated
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Celebrating Bond’s 35,301 days
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
Bonds aimed to celebrate a century of heritage and deepen consumer loyalty by creating a campaign that would activate emotional engagement across a broad demographic while turning a passive audience into active participants.
Solution
Building on the strategic intent of Bond’s The Birthday Project, I’ve designed and refined a scalable, user-centred digital product that enabled Australians to explore a 35,301-day timeline and claim their birthday as part of a national narrative. The design solution translated a complex body of brand history into an accessible, participatory experience that achieved:
Simplified complex navigation
through utilising multiple timeline paradigms, catering to both exploratory users and goal-oriented claimants.
Reduced onboarding friction
with contextual guidance and progressive disclosure with the use of intuitive user interface to lower barriers and increase engagement.
Delivered a streamlined claiming flow
optimised for rapid submission and mobile participation, reflexive of the campaign’s incentivised t-shirt offer that drove high conversion rates.
Amplifiedsocialreach
via seamless Facebook integration that surfaced friends’ birthdays and encouraged social sharing.
Gallery view mode
Grids view mode
IA mapping
Step 1
Step 2
Step 3
Step 4
Impact
The product experience built on the enduring strategy of the 2012 campaign by converting heritage into active participation and organic amplification. It reinforced Bonds’ cultural relevance through a data-driven, emotionally engaging hub that expanded the brand’s digital footprint driven by comtempory UX methodologies.
Rachael Taylor launches The Birthday Project for Bonds
Awards
Gold - MADC Best Digital Direct ResponseFinalist - Cannes Titanium & integrated
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.