Flowcode | 360° Marketing Campaign | Winner of the GD USA In-House Design Awards 2025
Industry:
SaaS, B2B
Role:
BRANDING, MOTION, WEB, OOH, SOCIAL MEDIA GRAPHICS
Credits:
CREATIVE LEAD: CARMEN PLEITEZ, MARKETING: DANA LEE, NINA BEREZIN, KAYLA UYTENGSU, KAILEIGH JACKSON, REMI FINK, SOPHIA ARTZI, TESS BOGARD
“Don’t Be a Square” is a narrative-led, visually striking brand campaign for Flowcode. It was designed to position its patented circular QR technology as the smarter, more secure, and more design-forward choice in a marketplace filled with generic square QRs. The phrase plays on the dual meaning of “square,” referring both to the literal shape and the retro slang term for being boring or behind the times. This allowed us to challenge marketers to rethink the future of scannable technology.
Flowcode operates at the intersection of design, data, and privacy, offering a circular QR code that is not only functional but also branded, secure, and measurable. Despite this, the market was saturated with outdated square QR codes that were clunky, lacked customization, and often offered limited security. Flowcode needed to stand out and communicate a clear message: it is not just different; it is better. The challenge was to reposition a technical product as a creative, brand-enhancing tool. At the same time, the campaign needed to convey Flowcode’s key value propositions of security, data ownership, and premium design in a way that was engaging, culturally relevant, and easy to grasp.
Visually, the campaign depicted a digital showdown: a glowing, animated circular Flowcode became the hero in a world dominated by glitchy, pixelated square codes. This metaphor brought Flowcode’s core benefits to life using bold, animated visuals and a strong narrative. At both Grand Central and Penn Station, where thousands of commuters engaged with the campaign. These placements were supported by an integrated rollout across social media, short-form motion content, and strategic ICP gifting, ensuring the message reached marketers and brand leaders across both physical and digital platforms.
As a direct follow-up to the “Don’t Be a Square” campaign, the marketing team launched a high-touch ICP gifting initiative targeting priority accounts. To catch attention and reinforce the campaign’s message, each company’s circular logo was subtly transformed into a square version on the packaging. Each custom-branded box included a personalized gift, a physical Flowcode scanning to a sample conversion flow, and a custom booklet outlining Flowcode’s value propositions around security, design, and data ownership. With handwritten notes and seller-led outreach, the initiative aimed to accelerate key deals (e.g., Pepsi, Mastercard) and re-engage dormant accounts (e.g., Compass, Disney), creating timely conversation openers rooted in creative relevance.
