The Nintendo Brazil team approached Id2 Creative to develop point-of-sale displays for the Nintendo Switch. The initial challenge was to design a display that adhered to brand guidelines—or at least maintained the brand and product identity—across diverse retail environments, such as toy stores and the electronics sections of hypermarkets. The second challenge was preventing theft of the console; its compact design—while its key innovation—also posed the greatest challenge for a crowded, unstaffed retail environment.

The solution developed drew upon the agency's extensive experience in these two environments—characterized by vastly different shopper cultures—and the engineering-driven perspective of the id2 creative designers. It not only respected brand and product guidelines but also innovated upon the company's traditional global application methods—a significant achievement given Nintendo's reputation for a pragmatic, objective approach to retail environments, as well as its strict adherence to established guidelines and precedents.