You know Square as the little white card reader that lets you pay millions of baristas, boutiques, and other small businesses with a credit card. When Square wanted to offer consumer-facing products, they asked us to help create the right brand voice, expression, and personality to connect with any-and-everyone.
”Working with Caleb has been so fun. He’s a copy messiah who set a totally unattainable standard for anyone else to live up to.” – Product Lead
Millions of small and mid-size businesses use the platform to make sales and even take out loans to help run and grow their business. Democratizing lending and, as one of their in-house writers said, “Give banks a run for their money.”
Over the course of 5 months, we worked closely with Square Capital’s creative director, design team, and product managers to shape the voice for the launch of Square Installments, the first B2C product for Square Capital.
Then we stepped even farther back, creating a Voice and Tone Guidelines for all Square Capital products, including business loans and partnerships with eBay and Weebly. These key articulations range from company mission and values to generative guidelines for the in-house team — a solid foundation to create future copywriting and visuals that catch the spirit, values, and personality of the company.
Brand Guidelines excerpts in design phase, coming soon!
Services : : Brand voice, expression, articulation, and messaging; copywriting for marketing materials, application flow, email series, and social
Collaboration : : Square Capital in-house design and marketing teams