Bash:
Deals 2.0
Rebuilding how deals show up across Bash.
A modular deals system built for scale, clarity, and machine-led execution.
System Design | Strategy
The hand we were dealt
Deals are one of Bash's strongest conversion levers across daily, payday, and tactical bursts.
But the system wasn't holding.
- Inconsistent creative
- Payday lacked impact
- Tactical deals felt noisy
- And everything relied on manual design
At this scale, that breaks.
The Challenge
Design a deals system that:
- Works across all deal moments
- Scales across brands, categories, and formats
- Reads instantly, wherever it shows up
- Can be generated dynamically by AI
- Stays consistent without becoming rigid
Not just creative.
A system both humans and machines can run.
The Ask
Create a modular, AI-ready system that:
- Uses repeatable layout patterns
- Separates content clearly
- Applies consistent visual rules
- Works across all channels
- Can be replicated without manual intervention
Not a campaign. A system designed to run.
Our Approach
We treated Deals 2.0 like a product, not a campaign.
Something that needs to:
- scale without breaking
- be understood instantly
- work without constant redesign
No one-offs. No reliance on manual craft.
Built for machines
Every element has a defined role and placement.
Structure is fixed
Modular by design. Flexible enough to stay fresh, consistent enough to hold.
Clarity comes first
Value reads instantly. No interpretation needed.
Colour is flexible
Campaign-led, not locked. The system holds, whatever the palette.
The Play
We built a modular system around three distinct deal routes:
01 Daily deals
Functional, high-frequency, and dependable.
Designed for maximum automation and repeatability.
02 Payday deals
High-impact, high-intent moments.
Elevated visually, while still operating within system rules.
03 Tactical bursts
Fast, reactive, and urgent.
Prioritising clarity and speed over decoration.
Each route is:
- Visually distinct, but clearly part of the same system
- Recognisable even when generated dynamically
- Designed to scale across all channels and formats
The System in Action
Bash Daily → Always-on
Bash Daily Colours
- Ultraviolet
#4646E8 - Light Violet
#D1D1F9 - Mint
#C6FFA6
Payday Bash → High-impact
Payday Bash Colours
- Ultraviolet
#4646E8 - Light Violet
#D1D1F9 - Coral
#FF6D63
Bash Flash → Reactive
Bash Flash Colours
- Ultraviolet
#4646E8 - Neon
#B8F227 - Pink
#ED89E5
The Result
A system that:
- Enables AI-generated deal assets at scale
- Removes reliance on manual design
- Improves clarity across all touchpoints
- Speeds up production and rollout
- Stays consistent across every deal type
Deals don't just look lekker. They perform better.
A system designed to run at scale doesn't just support the work. It becomes the work.
Creative Responsibilities
Designed the visual system and hierarchy.
Built a design language that is clear, repeatable, and machine-readable; without losing impact.
Turned a complex, operational problem into something intuitive, scalable, and hard to ignore.
Strategy Responsibilities
Defined the system logic, structure, and rules.
Mapped how deals operate across different moments, ensuring clarity, consistency, and scalability.
Designed a framework that both teams and machines can follow without friction.