See You in the Neighborhood

At Square, we launched See You in the Neighborhood with a refreshed brand identity rooted in a simple belief: When local businesses thrive, so do the communities around them. Rather than a traditional ad campaign, we went directly into neighborhoods — hosting pop-up activations, curated walking clubs, and community events across New York, Los Angeles, and Atlanta.

Hero Spot

Key Insight

Thriving local businesses create thriving neighborhoods — and Square is the tool that makes both possible. The concept flips the typical fintech/payments marketing playbook. Instead of leading with product features or technology, at Square we centered the community — positioning local sellers not just as business owners, but as neighborhood anchors. They are the places where people gather, connect, and build culture.

Local Spot: Los Angeles @ Neighbors skate shop

Local Spot: San Francisco with jimmy butler

Approach

Rather than running traditional ads claiming support for local businesses, we took a "show, don't tell" philosophy — literally showing up in the neighborhoods where their sellers live and work. Through pop-up experiences, community walking clubs, and seller-led events across New York, Los Angeles, San Francisco and Atlanta, the activation was the message.

The campaign was also built to live online as much as on the ground — designed social-first, with creator collaborations and culturally connected sellers like Killer Mike and Jimmy Butler generating organic content that could travel far beyond the block.