A name that did the heavy lifting.

Afterpay was creating a recurring deals program that felt less like a discount mechanic and more like a destination.

The ask was to create a program identity from the ground up – a name, identity and messaging framework that made checking for offers feel habitual.

I named the program Deal Drop and developed the messaging to match – sharp, confident language that turned a functional feature into something with cultural currency. The kind of name that doesn't need explaining.