Square. Everything your business needs. Almost.

Brand Voice & Narrative Adaptation: Helped translate Square’s playful, confident identity for European audiences in a way that felt natural and relatable.

Visual System & Layout Design: Created simplified, bold campaign layouts that highlighted business solutions while staying clear and approachable.

Collaboration & Development: Partnered with 72&Sunny’s design team to refine the system for regional use, ensuring tone and execution worked across markets.

Cross-Market Rollout: Delivered a scalable framework adaptable to multiple European contexts, supporting consistent and successful brand expansion.

Problem:

As Square looked to expand across European markets, it needed a campaign system that could adapt its playful and confident voice for new audiences. The challenge was to balance brand consistency with cultural nuance, ensuring Square’s message remained clear, relatable, and effective in multiple regions.

Approach:

Working with the design team at 72&Sunny, we simplified the visual language to keep communications honest, direct, and eye-catching. Campaign layouts paired Square’s smart business solutions with witty, everyday scenarios—positioning the brand as approachable while still credible.

Solution:

The resulting design system rolled out across multiple markets, creating a coherent framework for brand expansion. By combining consistency with local relevance, the campaign supported Square’s growth while preserving its distinctive tone of voice.

Luke James Miller Design ©
2025 Amsterdam, The Netherlands

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