Introducing Block
The introduction of Square’s new corporate identity and a visual exploration of the themes that inspired the new name.
Role
While leading Motion Design at Cash App, I was asked to join a special working group to help shape Square’s new corporate identity. We were tasked with creating a 3D, digital first brand with a unique, dimensional, 3D logo it’s center. I led the 3D development of the logo, which involved iterating on several versions of the logo form and defining the final look and movement of the twisted cube shape, which was originally designed by Robert Andersen, Square’s founding designer.
I also served as the Creative Director of our launch film, pitching the idea to our Block Head, Jack Dorsey, and executing on the project myself, with the exception of some character animation. The film is a visual narrative that explores the themes of Block. From a city block (community), blockchain and building blocks, the film intertwines geometric and organic elements that carries the viewer on an enthralling journey. The end result was a fresh, expressive take on what a corporate brand could be, helping to usher in a new phase of our company.
Credits
Creative Direction: Sekani Solomon
Design, Animation, Compositing: Sekani Solomon
Character Animation: Justin Morton
