Square partnered with AIDS organization (RED) to debut a special edition red credit card reader, which helps raise money for the fight to end AIDS. The (SQUA)RED packaging used a red-tinted plastic front cover to highlight the limited edition reader. Square opted for a durable matte plastic, which would keep its integrity during the shipping process and provide a great tactile experience. Square integrated the (RED) branding, in terms of color and typeface, to ensure the result was something new and fresh for both parties.
"Our partnership with Square is truly special in that it’s the ultimate marriage of two key (RED) pillars: consumer activism and digital innovation. With the new SQUA(RED) Reader, the pioneering team at Square has created a beautiful (RED) product that allows small businesses everywhere to turn their transactions into an AIDS fighting machine. This is an exciting first step towards revolutionizing the way charities fundraise and raise awareness among consumers!”
- Deborah Dugan, CEO of (RED)
For every SQUA(RED) Reader ordered, 97.25% of the $10 donation amount will go to the Global Fund to fight AIDS. The donation amounts to more than 24 days of life-saving medication for someone living with HIV in Africa. The SQUA(RED) Reader also raises awareness of the epidemic with every credit card swipe: when sellers swipe with a SQUA(RED) Reader, their customers can learn more and donate directly to the Global Fund from their digital receipts.
Designed by Square
Art Directors: Paco Viñoly, Eric Manago
Designer: Eric Manago
Production Design: Robin Snicer
Writer: Amber Eyerman
Producers: Liz Doering, Aaron Dias-Melim