Square has always been more than a payments company. It’s a brand that lives at the intersection of community, creativity, and commerce empowering small businesses to grow and thrive. This week, with Square’s 16th anniversary and the launch of its new brand platform, “See You in the Neighborhood,” that message couldn’t have been clearer.
The campaign reminded me why I’ve always admired Square’s approach: it’s human. It’s local. It’s honest. And it’s grounded in the idea that real economic change starts right where people live and work in neighborhoods.
Community and Culture: A Brand with Heart
The new “See You in the Neighborhood” campaign captures something essential about Square, its home at the crossroads (or four corners) of community, culture, authenticity, and economic empowerment. The storytelling felt personal and genuine, not polished to perfection but alive with real voices and emotions.
As someone who grew up skateboarding, I loved seeing the Neighbors Skate Shop spot. There’s nothing that represents community quite like a group of skaters building something together. The Ggiata Deli video hit a different note the owner’s voiceover carried a sense of authenticity and pride that you can’t fake. And then, of course, Killer Mike, who delivered a masterclass in how small businesses drive big change. His words reminded the viewer that economic empowerment isn’t just a brand value; it’s a mission.
All the details, the handwritten signs, the real business owners, the texture of their stories, made the campaign feel unmistakably Square.
Turning Data into Actionable Insights
Of course, great storytelling is only part of the equation. Square’s superpower is its ability to connect those stories to data and to reveal what’s really happening in the economy at ground level.
I recently came across an article about Square’s restaurant data that explored how tipping behaviors are changing in today’s volatile economy. The insights went far beyond payment trends. They painted a portrait of resilience how restaurants and their teams are adapting, surviving, and even thriving through constant change.
That’s the kind of data storytelling that fuels strong strategy. It’s not just about reporting numbers; it’s about revealing human behavior and helping business owners make smarter, more confident decisions. Square’s insights serve as a cultural zeitgeist.
Innovation and the Next Frontier: Cryptocurrency
Recently, my attention shifted from consumer data to digital currency. Years ago, Jack Dorsey encouraged businesses using Square POS to experiment with Bitcoin payments, a move that felt visionary then, and even more relevant now.
Earlier this year, Morgan Stanley published a report titled “Asset Allocation Considerations for Cryptocurrencies,” encouraging investors to incorporate crypto as part of a diversified portfolio. That kind of validation from major financial institutions could reignite consumer interest, and when it does, businesses will need partners they trust to navigate the shift.
That’s where Square’s early leadership in crypto shines. The brand’s long-standing belief in financial empowerment, transparency, and innovation gives it the credibility to help merchants take that next step. Integrating crypto education and adoption into its neighborhood-driven storytelling could bridge the cultural gap, turning curiosity into confidence, and confidence into commerce.
Looking Ahead
Square’s story is about connection, between people, businesses, and ideas. From “See You in the Neighborhood” to the data insights that reveal what’s happening behind the counter, to forward-looking initiatives like Bitcoin payments, everything points to the same truth: Square is building an ecosystem where community and commerce grow together.
That’s what makes this brand special. It’s not just technology. It’s not just marketing. It’s a movement, one that starts with a conversation at the counter and reverberates through the neighborhood.