Two of Square’s key marketing goals for the year were focused on: 1) building belief in Square’s ability to serve all verticals (Food & bev, Retail, Beauty, Services) 2) driving growth upmarket with higher complexity sellers (multi-location, staff upwards of 100+).

For the Horizontal campaign, although it was meant to solve both goals, we focused in on proving to upmarket sellers that Square can handle their complex day to day problems. Our humble beginnings as a “little white reader” have hindered our product’s ability to resonate with higher complexity sellers — and we needed to focus on one singular problem to solve with this campaign and creative concept.

High complexity sellers’ day to day lives include chaos, unforeseen challenges, and a constant feeling of overwhelm. This deep audience understanding led to the creative strategy of “You are here” — a way to focus on centering our sellers in their present challenge (to solve this first), before getting too focused on their growth, ambitions, or next step. Built out of a sense of prioritization, practicality, geography, and mindfulness, this strategy fused the neighborhood ethos of “Corners” with the practical mindset of “You are here”. I led the creative strategy and concepting for this campaign, which has been in market since May 2025.