With Square’s new brand strategy and visual identity determined, we unveiled the new brand to the world in September 2025, supported by our largest marketing campaign in company history.

I led the strategy for the campaign, connecting our new brand strategy to a strong creative platform that aims to be a rally cry for neighborhoods everywhere and their importance. This creative platform, “See you in the neighborhood”, will extend across integrated channels from linear TV, programmatic, social, digital, podcasts, to the hyperlocal — local OOH, spot radio, sponsorships, and partnerships. This creative platform is one of the biggest creative swings our team has taken towards a unified creative idea extending into every part of a marketing initiative over several months. We will be aiming to refresh this creative platform for years to come to drive a longstanding narrative around our brand beliefs.