Creating Square’s First B2C Brand Voice
Client: Square Capital — Industry: FinTech
You know Square as the plug-in that lets you pay baristas and boutiques with a credit card. When the company wanted to offer its first direct-to-consumer products, they asked me to create the right messaging to connect with any-and-everyone.
Over the course of 6 months, I worked closely with their Legal, Design, and Marketing teams to write copy for the launch. Then I stepped back to codify Brand Voice Guidelines that capture the spirit, values, and personality of all Square Capital products, including business loans and partnerships with eBay and Weebly.
“Working with 26 Tools has been so fun. Caleb is a Copy Messiah who set a totally unattainable standard for anyone else to live up to.”
