Anna S. Caldwell

Block Branding




Purpose
Collaborate with a cross-disciplinary team on an expressive parent brand and launch campaign for Block (fka Square).

Contribution
I collaborated on the logo and brand ideation, and led the reskinning of the Investor Relations website. I also led the development of a brand system and guide, which I still focus on today.

Form
Logo, brand system, and launch campaign

Results
Brand design featured on Brand New (+ their 2021 selects for 3D and motion), Input, A Change of Brand, and more


↑ The launch website, block.xyz, which features the logo front
and center





↑ The launch video our team collaborated on with Sekani Solomon to tell the growth story of Block and establish its art-driven brand. 



↑ A variety of spreads from the Block Brand Guide, a comprehensive resource that I directed and helped design. 

↑ Block heads, our funky treatment of leadership and board profiles on Block’s Investor site that went viral.



“...I feel like we’ve all been clamoring to see brands do something more or different or new and this very much delivers on that front.”


↑ Armin Vit, Brand New



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