Launching GoDaddy Poynt

Introducing
point-of-sale solutions

GOAL
Announce a suite of point of sale solutions that, alone or integrated with existing products, help customers take payments anywhere

ROLE
Senior Brand Art Director
Created with the GoDaddy Brand Team / GoDaddy Product Team / GoDaddy Advertising Team

OUTCOME
Ongoing increase in market awareness of new POS hardware solutions
Strong growth in commerce offerings with gross merchandise volume (GMV) of $26 billion, up 21% year over year

YEARS
2021-2022

The launch of GoDaddy Poynt, GoDaddy’s point-of-sale hardware products, is the company’s foray into physical products and lets our customers sell anything, anywhere. The brand team supported the launch by working with stakeholders across the company to provide photo art direction, package design, reseller creative, and event creative with an aesthetic that captured the game-changing nature of the product launch.

GoDaddy Poynt
photoshoot art direction

For Poynt’s worldwide reveal at the GoDaddy Open 2021 virtual event, I directed a photoshoot with Sarah Small, the Wicker Goddess, in her Phoenix, Arizona shop. The delightful whimsy of Sarah’s store provided the perfect backdrop to showcase our point-of-sale devices’ features. The resulting photos told our product story at Open 2021 and graced all our creative channels, including our website.

Open 2021

Each year, GoDaddy hosts a product launch event called Open. Open 2021 was built around the launch of GoDaddy’s suite of POS products. To support the launch and GoDaddy’s entrance into an entirely new market space, the brand team created an event style guide. This framework and its assets guided the larger marketing team’s efforts across all visual touchpoints, allowing flexibility while ensuring consistency. The guide’s visuals were projected in larger-than-life fashion on a giant curved LED screen behind GoDaddy CEO, Aman Bhutani, during the event.

Branding in the
physical world

I’ve worked with our product team over the past year to brand our point-of-sale hardware, overseeing the branding of beautifully minimalist packaging that conveys the devices’ simplicity and ease of use.