Leading Toast’s bold design strategy for IPO day, I ensured their public debut was striking, aligned with the company's growth narrative, and generated strong momentum during this highly anticipated milestone.

Objective

The goal was clear: ignite market momentum, honor Toast’s customers, and create a memorable impact with a bold, attention-grabbing debut.

Results

The project began with conceptualizing three distinct approaches to bring the Toast brand to life at the NYSE. Our challenge was to fill the vast digital displays across the trading floor, main halls, conference rooms, the iconic NYSE facade, and two prominent New York City billboards with impactful visuals. After evaluating the options, we selected an approach that showcased the simplicity of Toast’s product while making its customers the true heroes of the story.

To bring this vision to reality, I blended product-first visuals, relatable in-environment imagery, and bold brand elements to create a striking impact. Working within tight timelines and budget constraints, I repurposed still photos and live-action footage from previous campaigns I had directed. Additionally, I collaborated with freelancers to develop new animated product renderings, which were later repurposed across the website and marketing materials, becoming a cornerstone of how Toast showcases its product suite.

At the same time, Toast’s refreshed brand identity was still evolving, so I embraced the bold use of the brand’s vibrant orange. I filled massive spaces with full-bleed designs that brought energy and presence to the visuals, ensuring Toast’s unique flair was front and center. This strategy resulted in a powerful, cohesive presentation that truly embodied the essence of the brand.

We extended this creative strategy beyond the NYSE, lighting up the American Eagle tower and Times Square, bringing Toast’s dynamic energy to life in motion across one of the world’s most iconic locations.