Square Developer Rebrand

The Square developer platform gives devs the tools to customize Square’s powerful products, but its old brand didn’t match its technical brilliance. Over a year, I led strategy and served as the sole copywriter for a complete rebrand, crafting a flexible identity dubbed “Hemispheres” that could speak to indie programmers and enterprise execs alike, all while staying rooted in Square’s core brand.

I came up with a concept for a brand system that relied on tonal shifts in copy and design to target different segments of the Square Developer audience.