“Around the Corner” City Business Guides
Goal: Support Square's new "See you in the neighborhood" brand message launch by closing content gaps in key cities where sales and marketing were actively targeting new customers.
Approach: I developed Around the Corner, a city-by-city content series spotlighting locally loved businesses across Los Angeles, San Francisco, New York City, and Atlanta. Each collection combines customer success stories with original data stories drawn from Square payment trends, plus practical insights from business owners on how local spending is shifting, what it means for their growth, and how they’re adapting their business. I sourced and assigned local writers to cover trend stories and features, and I scheduled interviews with the city's most influential business owners. I built out each collection with new original content and existing pieces. I partnered with a data scientist to identify and collect interesting payment data trends to report on. And I worked with a designer to develop custom branded artwork that gave the series a distinct visual identity.
Outcome: The series gave sales and marketing teams relevant, city-specific content to bolster outreach to prospective customers, while building a library of community-focused resources for small business owners looking to grow in their local market.
