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Built for Beauty
Square            CLIENTSquare is a point-of-sale ecosystem built to help businesses of every size grow on their own terms.

PREDICAMENT
Square was already a leader in fintech and a well-known POS tool—but in the Beauty and Personal Care space, it was still finding its footing. Most sellers in the category saw Square as a payments company built for other industries, not one built for them.

IDEAShow up as a brand that understands beauty sellers specifically, without losing the thread of what Square stands for everywhere else.

                 

PROJECT
  1. Square was serving more audiences than the brand reflected—its presence hadn't caught up to who it actually served. To fix that, we built a brand-level creative strategy designed to resonate with prospective customers while reinforcing awareness of the Square brand at large.
  2. We developed a shared, internal creative language—both written and visual—giving the whole team consistent guidelines that laid a foundation for all future Beauty work.
  3. We shared these guidelines alongside tactical examples—go-to language and design references the broader team, product designers, and external partners could pull from directly.

MY SCOPE OF WORKCopy, concepting, research (customer insights), strategic development
Photo: Ashely Armitage
Creative Director: Jess Williams
ACD: Mike Grover, Emanuel Ilagan, Miles Cartwright
Production Designer: Kate Byrne
Design Technologist: Quinten O’Neal
Copy: Caitlin “Carson” Rounds
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