SHAPE OF THINGS TO COME
Overview
"Shape of Things to Come" marked Square's first-ever global brand campaign in early 2021, showcasing businesses adapting during the pandemic. The campaign was produced remotely across the US and ran in the US, UK, Canada, and Australia. As the lead brand strategist, I partnered with Square's creative team to develop the campaign brief. Leveraging qualitative insights the campaign emphasized Square's role in championing, encouraging, and equipping sellers to navigate uncertain times. The campaign highlighted the idea that success can take various forms, inviting all paths forward. Video played a vital role in telling the brand story across all markets.
Role: Senior Brand Strategist
Output: Creative Strategy, Campaign Development
results
The inaugural campaign achieved global resonance, strengthening Square's brand identity as a supporter of adaptable solutions for small businesses. Positive feedback, especially from sellers, highlighted its relatable storytelling. High engagement rates demonstrated its strong connection with the audience, affirming the campaign's substantial success in reinforcing Square's market presence.
