Executive Brand Leadership
After 18 years as the industry pioneer, Square’s visual identity had stalled as competition intensified. To reclaim its resonance with millions of global sellers, we reimagined the brand, shifting its positioning from a functional point of sale to a vital point of connection—the space where businesses and customers create community.
Inspired by "neighborhood anthropology," we developed a brand rooted in the textures of local commerce—transforming the logo into a window that reveals the people, places, and soulful moments at the heart of the neighborhood.
To celebrate Square’s 16th anniversary and unveil a new brand identity, we transformed a 10,000-square-foot space into a living neighborhood for 8,000 employees. This physical manifestation of the brand featured a bodega stocked by international sellers, a laundromat with custom-printed swag, a hardware museum, a vinyl shop featuring seller stories, and a fully operational tattoo parlor. The three-day experience enabled every employee to see, feel, and experience the new Square brand.
In collaboration with Jimmy Butler’s BIGFACE, we transformed Square’s Corner Store into an experiment in neighborhood building. Under the "Neighborhood Research Program," both brands unified to study what makes local neighborhoods thrive—expressed through immersive branding and a filmed "love letter" to the Mission District.
Simultaneously, the "Kickoff the Block" festival honored Bay Area sports culture and the launch of the new space. By bridging specialty coffee with a community-first mission, we created a vibrant local hub and a dedicated resource for neighborhood businesses.
Co-Op Cycles
In a total reboot of Novara—REI’s in-house bike brand for 40 years—we traded a reputation of “budget utility” for a more resonant truth: high-performance adventure should be accessible to everyone. By leaning into the Co-op’s core values, we created Co-op Cycles, aka "The People’s Bike." This new identity refocused REI’s entire cycling program, inviting every rider to find their own version of adventure on two wheels.
At Amazon’s immense scale, it’s easy for the mission to feel fragmented—so we introduced a global brand purpose to provide a deeper sense of meaning behind our leadership principles. This framework gave the entire organization a singular, transparent intent rooted in restless curiosity. By anchoring the brand in this shared mission, we developed a unified design system—including the company’s first sonic identity—to bridge the gap between operational grit and a more inspired internal narrative.
The transformation of Fred Hutch marked more than just a name change—it signaled a bold new chapter for one of the world’s leading cancer research institutions. Through in-depth listening sessions with scientists and staff, a powerful truth emerged: Cures Start Here. This rallying cry became the heart of a renewed brand purpose—uniting a diverse research community under a shared mission and modern identity.
Centering on the belief that the science behind GE’s MRI technology is inherently beautiful, we moved away from cold, clinical aesthetics to develop a visual system inspired by the intricate physics and magnetic resonance waves of the machines themselves. Revealed at the ISMRM conference, this approach elevated technical data into a sophisticated brand experience that connected GE’s innovation with the curiosity of the global scientific community.
Over a 25-year career, Andy has led brand transformation at scale for organizations including Square, Amazon, and REI, and at world-class agencies such as VSA Partners and Hornall Anderson. His work spans global rebrands, campaigns, digital design systems, packaging, experience design, and strategic storytelling.
Square
Amazon
REI
GE
AMD
Starbucks
eBay
PayPal
Dropbox
P&G
Unilever
Food Network
PepsiCo
KKR
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