As Square prepared to roll out its rebrand, the homepage became a key opportunity to define how new brand principles would translate to product-focused surfaces. I developed the content strategy framework that balanced brand storytelling with product clarity, working closely with design, product, and marketing leadership to build alignment across teams and bring the narrative to life.

After A/B testing this page in the US, strong results led to its immediate international rollout. This approach established the foundation for how Square’s new brand shows across web, lifecycle, and product campaigns.