by Erin Robert
Square Unboxed
Developer & Partnerships Hybrid Event
My role: Creative Director
Square Unboxed is an annual developer-focused event delivered this year as a hybrid experience. Over five months, I led a multidisciplinary creative team—from planning through execution—to develop the event’s visual identity and produce a full suite of digital and experiential assets, including marketing materials, website design, social content, presentations, signage, set design, and branded merchandise.
Hosted at Square headquarters, the full-day event featured a keynote with thought leaders, product experts, and a live customer testimonial, and concluded with an exclusive networking party for in-person attendees. I partnered closely with cross-functional teams across the C-suite, sales, product, and marketing to ensure a cohesive and impactful experience.
Digital Assets
01
A scalable design system
The design system for the event, played with minimal color and modular layouts to allow for rapid scalability across deliverables & platforms.
Signage & wayfinding
02
Tone of voice
We wanted wayfinding to be fun and engaging. So we used a bit of humor in telling guests where refreshments and other moments were. As well as built 8ft tall signage for when a guest may want to read up on some of our successful partnerships and metrics. Every details mattered, even down to showing where the coffee is.
Moments of delight
03
Copywriting + Creative
In addition to bringing personality into wayfinding signage, we followed