Mad Lee
All projects
Info
Square brand refresh
Following Block’s evolving strategy to own the neighborhood network through Square and Cash App, I helped develop a new narrative for the Square brand and translate it into visual expression. (Creative Director / Designer. 2025)
Confidential
The full project is viewable by request only.
Full credits
Responsibilities
Narrative development
Visual identity
Team
Andy Kribbs (Head of Creative)
Brandon Murray (Principal designer)
Phil Gauthier (Designer)
Vickie Chang (Copy, strategy)
Jonathan Skale (Copy, creative)
Madelyn Lee (CD)
Evyn Staley (Brand strategiest)
AC (Op)
Credits
Square & Cash App leadership
Square art director teams (Photography)
Cash App team
Next project
Mad Lee
Info
Square brand refresh
Following Block’s evolving strategy to own the neighborhood network through Square and Cash App, I helped develop a new narrative for the Square brand and translate it into visual expression. (Creative Director / Designer. 2025)
All projects
Square brand refresh
Brand narrative, identity
Square Banking
Creative strategy, visual system, digital design, art direction
Lyft brand
Brand identity, visual system, art direction
Next In Line
Editorial campaign, short film, microsite, art direction
Capital brand identity
Brand concept, identity system
Lyft Influencer program
Campaign branding, illustration, packaging
© 2025
Confidential
The full project is viewable by request only.
Full credits
Responsibilities
Narrative development
Visual identity
Team
Andy Kribbs (Head of Creative)
Brandon Murray (Principal designer)
Phil Gauthier (Designer)
Vickie Chang (Copy, strategy)
Jonathan Skale (Copy, creative)
Madelyn Lee (CD)
Evyn Staley (Brand strategiest)
AC (Op)
Credits
Square & Cash App leadership
Square art director teams (Photography)
Cash App team
Mad Lee
Info
Square brand refresh
Following Block’s evolving strategy to own the neighborhood network through Square and Cash App, I helped develop a new narrative for the Square brand and translate it into visual expression. (Creative Director / Designer. 2025)
All projects
Square brand refresh
Brand narrative, identity
Square Banking
Creative strategy, visual system, digital design, art direction
Lyft brand
Brand identity, visual system, art direction
Next In Line
Editorial campaign, short film, microsite, art direction
Capital brand identity
Brand concept, identity system
Lyft Influencer program
Campaign branding, illustration, packaging
© 2025
Confidential
The full project is viewable by request only.
Full credits
Responsibilities
Narrative development
Visual identity
Team
Andy Kribbs (Head of Creative)
Brandon Murray (Principal designer)
Phil Gauthier (Designer)
Vickie Chang (Copy, strategy)
Jonathan Skale (Copy, creative)
Madelyn Lee (CD)
Evyn Staley (Brand strategiest)
AC (Op)
Credits
Square & Cash App leadership
Square art director teams (Photography)
Cash App team