Square Inc. Prospective Team Branding

Client: Prospective Team Leads | Software Used: Adobe Illustrator, Adobe After Effects, Adobe Indesign | Year: 2023

Here is a breakdown of my design process for the Prospective team branding which is a part of Square Inc. The Prospective team leads tasked me with creating its identity and deliverables such as hats, mugs, and flyers for their team members. The Prospective team represents helping business owners by recommending and implementing the necessary tools to be successful. The employees did this by consulting with prospects over the phone, recommending Square products, and walking the caller through creating a Square account. Whether it is Square hardware or software, they were there to help merchants launch their businesses.

Motion Graphics:

Branded Deliverables

Early Designs

Below, are rough drafts for the logo. The Prospective team offered solutions to prospects looking to create a Square account. My initial thought was to create a logo that signified researching solutions; this led me to the design having a magnifying glass. Even though I liked the magnifying glass, I believed the logo was still missing a focal point. I decided the focal point would either be a representation of a Prospective team employee, or the official Square logo.

Finalists

While receiving feedback from the Prospective team leads, they informed me of its previous name, "Apollo." The name, "Apollo", stemmed from the idea that employees are helping prospective merchants launch their businesses. With that information, I created a logo that incorporated a spaceship launching. To add variety, I also created a logo that symbolized the constant cycle of speaking to new merchants and onboarding them into Square. Once the Prospective team leads agreed to the 3 finalists below, I presented all 3 to the Prospective employees. Every employee particpated in a vote. In the end, the spaceship got the most votes.

Typeface

Since the vote, the Prospective team logo has been branded on t-shirts, hats, mugs, and flyers. Branded apparel and mugs have been given to Prospective team employees during monthly metric reviews. Employees with the highest metrics would receive one of the branded deliverables. The logo was also branded on flyers that were handed to different teams within Square. I created these flyers for announcements, such as, when the Prospective team would be joining another team's meeting. I animated the logo so it could be used in new-hire and ongoing training videos. While creating these videos I kept the space theme going by adding cosmic-looking backgrounds and using a space-themed typeface.