Taking Square Into New Dimensions

Square needed a new brand to establish itself as a parent company. Working in secret with a core design team, we sketched early concepts and explored generative systems before landing on an impossible 3D shape, always in motion.

Since original renders required hours of GPU time, I reverse-engineered the look for real-time WebGL in the browser. I wrote custom shaders that delivered an interactive, audio-reactive 60fps experience on everyday hardware, set to a playlist curated by Jay-Z. From there, I architected the broader ecosystem: CMS, campaign pages, and internal tooling.