Square
Register

Square
Register

Square
Register

(2nd generation) Global Launch








(2nd generation) Global Launch

(2nd generation) Global Launch


The most premium of Square products deserved entirely new vision, strategy, and storytelling. Square Register (2nd generation) has next-level performance and durability that actually stands up to the reality of quick-serve restaurants, cafes, and bars. The challenge we set for ourselves: without having a specs war, make it clear that this generation is a minor aesthetic update but a major performance one. And we needed to clearly connect why that matters to sellers. We created our first ever product-specific playbook as well, so no matter the channel or the market (it launched in 8), the story was consistent.

Deliverables included in-situ stills, renders, messaging framework, foundational shop assets, video vignettes, payments GIFs, in-store retail displays, sales one-pagers, and a third-party retail video.

4 real sellers

4 real sellers

4 real sellers

Shot in 2 days with doors open and real customers in the mix.

Shot in 2 days with doors open and real
customers in the mix.

Shot in 2 days with doors open and real customers in the mix.

100+ stakeholders

100+ stakeholders


100+ stakeholders

The most internal partners for a global launch yet with more cross-collaboration than ever before.

The most internal partners for a global launch
yet with more cross-collaboration than ever before.


Docu-style and gritty

Docu-style and gritty

Docu-style and gritty

We put our sellers first and still got our product right, culling our shot list down so we had time to meticulously light the device — all while businesses were open.

We put our sellers first and still got our product right, culling our stills shot list down to make sure we had time to meticulously light the device — all while the businesses were open.

We put our sellers first and still got our product right, culling our shot list down so we had time to meticulously light the device — all while businesses were open.

Exploded renders

Exploded renders

Exploded renders

We found new ways to show off the specs of this product without using techy jargon, like through an elevated exploded render. We also got involved at the product testing stage so we could have numbers and facts behind every claim.

We found new ways to show off the specs of this product without using techy jargon, like through an elevated exploded render. We also got involved at the product testing stage so we could have numbers and facts behind every claim.

A new packaging system

A new packaging system

We used this product launch to kick off a packaging refresh, which is now being rolled out to the five other products in this portfolio. This is the first packaging system in Square history.

We used this product launch to kick off a packaging refresh, which is now being rolled out to the five other products in this portfolio. This is the first packaging system in Square history.