This Is Cash was developed as ecoATM's evergreen brand platform, created to redefine how consumers think about their unused devices. Rather than focusing on the transaction, the platform reframed old phones as catalysts for new possibilities—turning forgotten technology into experiences, upgrades, and moments that matter.

I led the strategic development and creative direction of the platform, guiding agency partners and shaping the overarching narrative, messaging system, and visual approach.

By introducing a more human-centered perspective, the work shifted the focus away from the kiosk itself and toward the people it serves, connecting functional trade-in value with relatable lifestyle aspirations.

The resulting platform established a long-term strategic and creative foundation for the brand, providing a unified framework to drive awareness, strengthen brand perception, and support performance marketing objectives across seasonal and evergreen campaigns.

Client: ecoATM