Fintech
Brand Identity
Spatial Design
BRAND/EXPERIENTIAL
When Square paused their in-person programming, I split my time between the experiential and global brand teams. For experiential, we initially focused on rapid-response initiatives that developed into larger campaigns, and then later trade and traditional activations.
For the global brand team, I worked on the 2022 brand refresh, the motion identity system, the Otto motion tool, social programming, and international expansion into Ireland and France.
BRAND REFRESH AND
MOTION SYSTEMS
As part of the Global Brand Team, I assisted in refreshing Square's fragmented systems into a unified branded house. I assisted on the refresh, the motion system, as well as a self-serve motion tool, called Otto, with the firm Athletics to provide branded motion tools to anyone at the company.
TRADE ACTIVATION
Trade shows allowed Square to move up-market with their Sellers. As Square sought to establish a connection with enterprise and SMB clients, trade was a crucial channel to interfacing with those Sellers. We developed a booth format with Agency EA that could transform into any business vertical (beauty, F&B, retail, etc.) with programming to support attendee engagement. Silicone edge graphic fabric displays reduced waste and increased longevity and extendability of the booth.
UNBOXED 2021
Traditionally an in-person event, Unboxed is the yearly Square partner and developer conference. I helped concept and design sets and materials for the as-live production filmed in Square's downtown Oakland office.
LOCAL MARKETING
In a response to Square sellers closing retail experiences for the pandemic, Square's experiential team quickly responded by using owned retail space to market on behalf of local sellers. This initiative expanded to other markets, social content, and more established campaigns. I helped concept and execute the rapid response, and helped assist on the larger campaigns months later.
