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GoDaddy Poynt2020-2022

B2B Brand & POS Marketing

A card reader from a company merchants knew for domain names. The brand system that put it on the counter anyway, and the campaigns behind 70,000+ device orders.

CGI render of a black Poynt Smart Terminal tipped up on a dark textured counter under hard raking light, its teal home screen showing a shoe-shop register grid, with the headline 'Point of sale done right.' set around it.
CGI product render: Poynt Smart Terminal key art.
01

The Brief

GoDaddy had bought a point-of-sale terminal, but merchants knew GoDaddy for domains, not for hardware sitting on their counter. Poynt was up against the names every small business already trusted, and it had to look like the obvious choice everywhere a merchant might run into it: a paid ad, a print insert, a partner's sales deck, a trade booth.

Point of sale done right.

The campaign line — carried on the renders, the photography, the banner and the print.
02

What Merchants Bought

Merchants bought the terminal. Every number here is a purchase or an activation. Nobody is counting impressions.

70,000+
B2B device orders in 2022
28.5%
B2C growth, Poynt Smart Terminal
25%
of the annual Apple Tap to Pay target hit in month one
03

The Contents

One rounded keyline frame, holding the same terminal, whatever the medium. That is the system. The guidelines are the part that outlives a campaign — a team can build the next ad from the book.

  1. 01Brand Guidelines
  2. 02CGI Product Renders
  3. 03Photography Direction
  4. 04Paid Social: Merchant Acquisition
04

Applied

Any one of these can be good on its own. The test of a system is whether a merchant who meets three of them, months apart, registers them as the same company.

The object

CGI product renders
White-background CGI render of the Poynt Smart Terminal from behind at a three-quarter angle, its customer-facing screen reading 'Thank you' above the receipt printer.

CGI product render: studio angle, no set.

White-background CGI render of the Poynt Smart Terminal from the front, merchant screen showing a $49.99 credit sale with the prompt 'Insert or Swipe Card'.

CGI product render: merchant-facing checkout screen.

Two sources, one frame

Rendered / photographed
Poynt ad on black: an overhead CGI render of the Smart Terminal on a dark counter beside a white contactless card, sneakers and a merchant's sleeve at the edges, under the headline 'Point of sale done right. Configure the perfect solution for any merchant.'
Campaign execution: CGI render dropped into the rounded-frame layout system.
Photograph of a hand holding a white chip card above a white Poynt terminal reading $137.50 and 'Insert, Swipe, Scan or Tap', the merchant blurred behind the counter, with the campaign headline overlaid.
Photography direction: tap-to-pay at checkout.

The guidelines

One layout, any merchant
Brand guideline ad: a customer paying by phone tapped against a white Poynt terminal showing $137.50, the merchant's hands folded behind it and a shoebox out of focus, headline 'Point of sale, done right.' with the line 'Create custom-tailored solutions for your merchants with intuitive POS.'
Brand guideline layout: retail merchant scenario.
Brand guideline ad: a black Poynt Smart Terminal on a white marble counter beside a croissant on a mint plate, headline 'Point of sale, only smarter.' with body copy and the GoDaddy Poynt lockup to the right.
Brand guideline layout: bakery merchant scenario.

The banner

Paid social
Wide Poynt banner ad: a white terminal on a gray shop counter, black sneakers and a shoebox behind it, a merchant in a black jacket reaching in, all held inside the campaign's rounded white keyline frame with the headline 'Point of sale done right.'
Banner layout: the rounded-frame system holding a live photograph.

In print

Interior spread / A4
Open magazine spread: a black left page carrying the headline 'Point of sale done right.' and the GoDaddy Poynt lockup, facing a full-bleed photograph of a merchant at a counter with a white Poynt terminal.
Print application: interior spread, type page facing full-bleed photography.
A4 print ad on a gray surface with its top sheet rolled back into a tube, revealing the page beneath: a hand inserting a chip card into a white Poynt terminal, under the headline 'Point of sale done right.' and the GoDaddy Poynt lockup.
Print application: A4 ad, card-insert art direction.

In motion

Brand film

Commerce software: brand film

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