Square, sought to promote its four key capabilities and illustrate how they streamlined seller operations. My role was to spearhead the creative strategy for their inaugural capabilities campaign, designed to reshape brand perceptions and heighten awareness across diverse seller demographics. Understanding Square's mission of simplifying financial processes was paramount. We centered our campaign on the seamless integration of Square's tools, highlighting how they harmoniously work together to save sellers precious time. Recognizing the varied needs of sellers across industries and revenue bands, we tailored our messaging to address their specific pain points. Through compelling visual storytelling, we showcased real-life scenarios where Square's tools transformed seller experiences.

Role: Senior Brand Strategist 

Output: Creative Strategy, Campaign Development