During my time on the marketing team on Square Banking, we built out a content strategy focused on showcasing the unique stories of financial success and struggles our sellers were going through. As underrepresented minorities in the financial space, our sellers looked to each other for advice, comfort, and understanding when the financial system seemed to let them down.

We tapped into that communal knowledge by featuring generational businesses — and the difference in financial skills and emotions as businesses get passed on to younger generations. The featured sellers, Hot Sam’s, Wing on Wo & Co, and Modern Homestead, showed the inequity and sense of survival that gets passed down through generations, positioning Square Banking as a compassionate and understanding alternative to a broken financial system.

I led the creative strategy, marketing plan, creative concept, and execution alongside our creative team (Madelyn Lee, Vickie Chang, Isaac Chang).