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. And we created our first ever product-specific playbook as well, so no matter the channel, 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.
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.
