One of the biggest projects I led in 2024-2025 was a comprehensive rebrand of Square’s brand strategy, positioning, messaging, and creative visual ID. While I’m not able to share the internal narrative I built, the strategy focused on a return to the brand’s roots in the neighborhood — showcasing support for the connections that neighborhoods bring in our day to day life, and the importance of the businesses that make them special. This strategy was built out of a deep understanding of the cultural moment, which is highlighted by a heightened desire for IRL connection and experiences, fueled by rampant nostalgia and a fascination with old-school neighborhood ephemera. The roots of this strategy enabled a strong connection to a visual ID based off of a return to Square’s foundations; a color palette of black and white, authentic photography showcasing sellers’ vibrancy, and a glyph illustration system meant to reflect the flair that makes each neighborhood unique.

I led the development of the strategy all the way to creative visual ID with close partnership and collaboration with our C-suite team: Head of Design, Principal Founding Designer, CMO, and Head of Product Design. Upon the reveal of our new brand narrative and creative vis ID with our founder and CEO, Jack Dorsey, we received the highest compliment possible: “this is great. I have no notes.”