857-POS-PROS
Experiential / Print
Most POS marketing blend together with soft promises and generic claims. At the Bar and Restaurant Expo, we took a more direct approach. Using the blunt clarity (and slight absurdity) of lawyer ads, we called out real operator pain points with a clear directive: Call Square. I led a rethinking of the booth collateral, breaking from typical POS conventions to create materials that made product features and seller stories engaging—something operators would actually want to pick up and spend time with. The result was a tradeshow experience that stood out visually and made Square’s value immediately clear, saying exactly what we mean without burying it.
Creative Direction Sean Conroy, Christian Wildic Design Germaine Lau, Emanual Ilagan, John Bermingham Copy Michael Grover
Katz's x Square
Concept / Art Direction
Katz’s isn’t just known for its sandwiches. It’s a neighborhood icon. I developed the winning “Time” concept, using Katz’s legacy as a lens to connect Square to the neighborhood—pairing tradition with modernity in a way that reflects both brands. The campaign nods to to the things that will always change at Katz’s while celebrating the things that never will, and it positions Square as part of that ongoing story. Spanning the Lower East Side to Delancey Station and Times Square, the work brought a neighborhood icon into a citywide presence.
Creative Direction Sean Conroy Design Germaine Lau, Brandon Murray, Northy Chen Copy Jonathan Skale Production Jennifer Bonilla, Terumi Fletcher
Big in Restaurants
Concept / Art Direction
Square launched one of its largest OOH activations in Las Vegas. With 400+ placements throughout the city, the campaign cut through the city’s visual noise while reinforcing Square’s role in restaurants. I developed the winning “Restaurant Essentials” concept for high-profile placements at Caesars Palace and Resorts World. Pairing everyday restaurant objects with Square hardware, the work framed Square as a restaurant essential—on par with kitchen labeling tape and deli containers. The campaign later expanded into Chicago’s National Restaurant Association to reach the industry’s largest gatherings of operators.
Creative Direction Monina Velarde, Dave Brown, Sean Conroy, Shawna Wagman Design Germaine Lau, Grace Heitmann Motion Steven Dupre Copy Brett Baker, Jenn Young
See you in the neighborhood
Art Direction
Square’s See You in the Neighborhood campaign introduced a refreshed brand identity and tagline through a national rollout spanning 300+ OOH assets across eight major cities. I led the design and animation of all digital and high-impact print across the campaign. The system was localized to each city, highlighting real businesses to position Square as a fixture in the neighborhood.
Creative Direction Sean Conroy, Said Fayad Design Germaine Lau, Brandon Murray Copy Jonathan Skale Production Chris Mah, Stefania Mercante, Jennifer Bonilla, Terumi Fletcher
Broad Street Oyster x Square
Concept / Art Direction
Restaurant testimonials often follow a familiar formula: seated interviews over b-roll. But operators don’t spend their day talking about their POS. They spend it running their restaurant. To challenge the perception that Square isn’t built for restaurants, we built the story around a live service. I shaped the approach to keep owner Christopher Tompkins in his element—running his restaurant, shucking oysters, and naturally using Square. The result is a testimonial that other operators instantly recognize as their own world, reinforcing that Square understands restaurants.
Creative Direction Adrienne Heller Art Direction Germaine Lau Copy Nikki Michaels Production Company Ian Watt, BANG!
The Internet
Web / Interactive Design
A selection of digital and interactive work spanning social content and web design. This includes talent-led series like Running a Restaurant is No Joke with Eric Wareheim and Only the Good Stuff with Kelis. Additional work available upon request.
Creative Direction Dave Brown, Monina Velarde, Jess Williams Design Germaine Lau