Square's first global brand campaign, launched in early 2021. We built the entire project remotely. It felt fitting given what the campaign was actually about: how business owners keep moving forward when everything feels far from usual. We wanted to convey that there is hope and opportunity on the horizon, reminding our sellers that they have more power and ingenuity than they might feel during such a challenging time.

I worked on the campaign’s identity and design system, led by Eileen Tijan and Kate Doyle, focusing on a tone that felt both optimistic and empowering. We used color as an emotional language to intensify the cinematic quality of the world, while the core of the identity centered on a system of immersive typography. By embedding our messaging directly into the scene, we made Square’s support feel like a physical, supportive presence in the room with our sellers. This identity scaled across global TVCs, a homepage redesign, and various digital and social assets.