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. The design solution translated the campaign strategy into an accessible, participatory experience with:
2 modes of navigation
through utilising multiple timeline paradigms, catering to both exploratory users and goal-oriented claimants.
Engaging claiming flow
optimised for current social media sharing trends with incentivised t-shirt offer that drove high conversion rates.
Amplifiedwith socialreach
via seamless Facebook integration that surfaced friends’ birthdays and encouraged social sharing.
Gallery view mode
Grids view mode
User flow
Step 1 of 4
Step 2 of 4
Step 3 of 4
Step 4 of 4
Confirmation email
Facebook integrated timeline
Impact
The product experience built on the enduring strategy of the 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 contempory UX methodologies.
learnings
A key lesson from this project was how quickly friction can erode momentum in a contribution flow. The claim journey was clear but the image upload and editing step asked too much. Performance also became an issue as the timeline scaled. Since then I approach contribution based products differently. Reduce decisions remove manual effort design mobile first and prioritise performance and behavioural tracking from the start rather than as an afterthought.
Rachael Taylor launches The Birthday Project for Bonds
Awards
Gold - MADC Best Digital Direct ResponseFinalist - Cannes Titanium & integrated
Crafting design since 2007.
Copyright © 2026 Brian Foo. All rights reserved.
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. The design solution translated the campaign strategy into an accessible, participatory experience with:
2 modes of navigation
through utilising multiple timeline paradigms, catering to both exploratory users and goal-oriented claimants.
Engaging claiming flow
optimised for current social media sharing trends with incentivised t-shirt offer that drove high conversion rates.
Amplifiedwith socialreach
via seamless Facebook integration that surfaced friends’ birthdays and encouraged social sharing.
Gallery view mode
Grids view mode
User flow
Step 1 of 4
Step 2 of 4
Step 3 of 4
Step 4 of 4
Confirmation email
Facebook integrated timeline
Impact
The product experience built on the enduring strategy of the 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 contempory UX methodologies.
learnings
A key lesson from this project was how quickly friction can erode momentum in a contribution flow. The claim journey was clear but the image upload and editing step asked too much. Performance also became an issue as the timeline scaled. Since then I approach contribution based products differently. Reduce decisions remove manual effort design mobile first and prioritise performance and behavioural tracking from the start rather than as an afterthought.
Rachael Taylor launches The Birthday Project for Bonds
Awards
Gold - MADC Best Digital Direct ResponseFinalist - Cannes Titanium & integrated
Crafting design since 2007.
Copyright © 2026 Brian Foo. All rights reserved.
Celebrating Bond’s 35,301 days
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
Bonds aimed to celebrate nearly 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. The design solution translated the campaign strategy into an accessible, participatory experience with:
2 modes of navigation
through utilising multiple timeline paradigms, catering to both exploratory users and goal-oriented claimants.
Engaging claiming flow
optimised for current social media sharing trends with incentivised t-shirt offer that drove high conversion rates.
Amplifiedwith socialreach
via seamless Facebook integration that surfaced friends’ birthdays and encouraged social sharing.
Gallery view mode
Grids view mode
User flow
Step 1 of 4
Step 2 of 4
Step 3 of 4
Step 4 of 4
Confirmation email
Facebook integrated timeline
Impact
The product experience built on the enduring strategy of the 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 contempory UX methodologies.
learnings
A key lesson from this project was how quickly friction can erode momentum in a contribution flow. The claim journey was clear but the image upload and editing step asked too much. Performance also became an issue as the timeline scaled. Since then I approach contribution based products differently. Reduce decisions remove manual effort design mobile first and prioritise performance and behavioural tracking from the start rather than as an afterthought.
Rachael Taylor launches The Birthday Project for Bonds
Awards
Gold - MADC Best Digital Direct ResponseFinalist - Cannes Titanium & integrated
Crafting design since 2007.
Copyright © 2026 Brian Foo. All rights reserved.