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Boulevard’s First Hardware Product: Boulevard Duo
I was responsible for overseeing the design direction and working directly with the CEO and VP of Payments to create Boulevard’s first hardware: a Point-Of-Sale device called Boulevard Duo. Our challenge was to stand out amongst the competition as the company repositions itself in the industry as a payment facilitator while keeping its device looking as sexy and sleek as the brand.
We onboarded a talented industrial designer, worked with hardware companies to iron out manufacturing nuances and collaborated with the software team to keep the physical and digital experience seamless for customers. During its lead time to be consumer-ready, I also designed the packaging and all physical collateral that comes with the device.
Finally, I worked with the engineering team to create the hardware’s landing page and led a team of photographers for its visual campaign, from social media campaigns, Shopify product page, and App Store assets.
Category
Brand Design, Product Design, Interaction Design, Motion Graphics, Campaign
Role
Creative direction, design
Collaboration With
Matt Danna, Biju Nair, Emily Badgely
Industrial Design
Daniel Cheng
Photography
Shahin Ansari, Emily Badgely
Production
ENS Group
Design Process
We went through multiple rounds of revisions on a silhouette that is not only functional but visually reflective of our brand. Sketches and 3D modeling/rendering done by Daniel Cheng.
It was named the “Duo” because of its 2-part body for mobility. Most of its users will be receptionists and freelance stylists, so we designed it to be a dock and a removable device for couriers to take on the go.
We then partnered with hardware experts at ENS Group to test multiple 3D printing prototypes to articulate the materials, weight, and durability before it was manufacturer-friendly.
Product Launch
We created a series of photographs, videos, and 3D renderings and launched a product landing page that tied everything together. The art direction was implemented throughout landing pages, social, App Store, Shopify, and email marketing.
The dark aesthetic of the device meets earthy yet playful colors true to the Boulevard brand.
