Square | Everything Your Business Needs. Almost.
Graphic design, Motion Design, Global Brand Adaptation, paid social & OOH
Figma, Photoshop, Illustrator & After Effects
Square handles almost everything a business needs—from payments to inventory. But it’s also brutally honest about the things it can't do. I worked on the global evolution of the "Everything Your Business Needs. Almost." campaign, adapting this wit and functionality for Ireland, Australia, and the US.
My role centered on maintaining brand consistency across varied creative directions, executing localized OOH, and developing motion assets for social and digital display.
🇮🇪 Ireland: The Connolly Station OOH

I executed a synchronized 12-panel OOH installation at Connolly Railway Station in Dublin. This was a connected layout where a single blue chalk strikethrough spanned the entire platform.
I animated a scrolling list of functional business truths. Each list ended with a relatable localized can't do.
Creative Director: Neil MacLean
Motion/Designer: Mindy Yuan
🇦🇺 Australia adaptation
 We adapted the campaign for the Australian market with director Henry Stone and comedian Danielle Walker. This phase introduced the check box visual system. We aimed to drive deeper consideration among upmarket Aussie sellers.
My work included creating static and animated OOH. I also produced a full suite of animated and static display ads. I focused on making the product-led messaging stand out in a cluttered market.

Adnews, Campaign Brief
Creative Director: Kae Yen Wong
Art Director: Fin Wang
Motion/Designer: Mindy Yuan
🇺🇸 United States campaign
The US launch targeted upmarket sellers by highlighting relatable business owner challenges. This part of the project involved building a system of assets and icons designed to work across a wide range of formats.
I developed custom iconography in addition to using branded icons to illustrate the daily 'almosts'—those relatable moments for business owners that Square doesn’t cover. I collaborated on animations for paid social, OOH and assisted with motion for the landing page. My role also included creating video end cards and various digital display ads.

Creative Director: Said Fayad
Art Director: Fin Wang
Writers: Edgar Acosta, Oyinda Oluwa
Senior Motion Designer: Steven Dupre
Motion/Designer: Mindy Yuan
🇮🇪 Ireland Revisited
We returned to the Irish market to refresh the campaign with comedian Emma Doran. This work applied the updated global check box standards back to the original market. I was responsible for the design and motion of the updated OOH and display ads. I also created paid social assets and motion design for the video end cards.
Creative Director: Neil MacLean
Writers: Oyinda Oluwa, Jonathan Skale, Kae Yen Wong
Motion/Designer: Mindy Yuan
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