As part of Square’s new brand strategy to support and stand for neighborhoods, one of the key GTM initiatives for 2025 is to show up in our key neighborhoods across the U.S. When thinking through the strategy for “showing up” in the neighborhood, I felt it was important to be “of the neighborhood” in order to be “for the neighborhood”. Walking the talk and showcasing support requires a hyperlocal understanding of the neighborhood dynamics and people at play. For our first neighborhood, the Mission in SF, we revived the historic Lucca Ravioli factory into a community hub and support center for local business owners, called The Corner Store.

I led the development of the creative concept of “Corners” (key physical meeting spaces for the community), sourcing the physical location, overseeing design, execution, and programming for the space. Working with a scrappy team of Square creative and marketing partners, I brought the idea to life from concept to launch.

Check out The Corner Store on the corner of 22nd and Valencia in SF throughout 2025.