Crafting DC’s Newest Culinary Landmark into a Cultural Destination

Partnering early with Tishman Speyer and Unfold Hospitality, we reimagined The Square’s visual identity to better align with the project’s mission, chef-driven ethos, and target audience. Rather than building from scratch, we evolved and refined the existing brand system—elevating its storytelling, visual language, and experiential touchpoints to meet the moment. We transformed pre-launch construction barriers into immersive storytelling canvases that introduced the chef lineup and built public anticipation. Digitally, we evolved The Square’s presence from a teaser site to a full-scale platform, pairing it with an integrated social and email strategy that grew Instagram followers from 300 to over 15,000, increased website traffic by 47%, and drove 135% growth in the email subscriber base ahead of launch. Every touchpoint was designed to spark community connection and cultural relevance—positioning The Square not just as a place to eat, but as a vibrant gathering space and symbol of DC’s culinary evolution.