See You in the Neighborhood

Today, Square unveiled a refreshed brand identity, tagline, and national campaign centered on one clear promise: See You in the Neighborhood. Inspired by the belief that thriving local businesses create thriving neighborhoods, the campaign highlights Square’s deep commitment to helping sellers become beloved neighborhood staples—from new ventures to iconic institutions.

When local businesses succeed, so do the communities around them – Square sellers are the catalysts for local economies. Their shops, restaurants, salons, and bars are the places where we gather, connect, and build—where culture, opportunity, and economic resilience start. As Square continues to grow, its mission remains rooted in helping sellers build not just businesses, but stronger neighborhoods everywhere.

Celebrating Real Sellers, Real Communities
In its campaign, Square is emphasizing neighbors and neighborhood experiences – going into the communities where its sellers live and work to bring its message to life. The campaign features a diverse group of Square sellers—cultural influencers and local legends alike—who are deeply connected to their neighborhoods, including:
● Killer Mike, Atlanta rapper and owner of the SWAG Shop Barbershop
● Emma Rogue, founder of NYC’s Rogue vintage boutique
● Ggiata Deli, a fast-growing LA favorite founded by three childhood friends
● Jimmy Butler, NBA All-Star and founder of BIGFACE Coffee

Together, they represent the spirit of Square’s mission: empowering sellers with the tools to grow, while staying rooted in community.

Neighborhood Activation, Not Just Ads
All year, Square has directed marketing investment directly into neighborhoods and activations that have driven meaningful sales for sellers – including the Corner Store opening in the Mission District of San Francisco, and the BIGFACE coffee pop-up that helped Butler plant business roots in his new team town. Unlike traditional campaigns, See You in the Neighborhood will continue building on this local investment, and live where sellers do – online and on the ground.

Square’s high-impact, community-driven activations include:
● Neighbor Days: Pop-up experiences that bring local consumers together with their favorite neighborhood businesses in New York, Los Angeles, and Atlanta, with special offers and creator-led drops including custom tees at Rogue in New York, a collab sandwich with Owen Han at Ggiata in Los Angeles, and a vinyl pop-up at The SWAG Shop in Atlanta.
● Walking Clubs: Curated neighborhood walks with local legends, businesses, and community members that bring the campaign (and consumers) directly into the neighborhood and tap the trend of community connection through locally rooted walking clubs.

“The neighborhood is our lifeblood as a business. It tells us what's cool, and what's happening next,” said Killer Mike. “Square made it easy for us early on, whether it was selling merch on tour or opening the first SWAG Shop to now having three locations. Square does all the hard work so we can focus on actually talking to and getting to know our neighborhood and our customers. And the info we get from Square helps us plot our future like our new product line dropping this month."

A Return to Square’s Roots—and a Vision for the Future
Sixteen years ago, Square started with the world’s first mobile card reader, a small invention that opened the financial system to millions of small businesses previously left behind. At its IPO in 2015, Square declared “the neighborhood is going public” with a banner of hundreds of seller logos unfurled above the New York Stock Exchange. And every day, as Square continues innovating and expanding its offerings, Square helps neighborhoods become vibrant communities while powering local commerce – supporting more than 4 million businesses and more than $240 billion in annual payment volume globally.

Neighborhood businesses can learn more about Square at squareup.com. Sellers can also learn more about the latest product innovations from Square at our upcoming Square Releases on October 8, 2025 in New York.