Block 2.0

From anti-corporate to quiet minimalism.

We completely reimagined Block's brand, moving away from the loud, quirky, colorful world we'd built—full of 3D animation and motion at every turn—to something quieter and more intentional. The new direction is rooted in minimalism and restraint, designed to step back and let the individual brands and businesses in our portfolio take center stage. It was about growing up without losing what made us us, and creating a foundation that makes everything else look better.

Led creative vision for Block's evolving brand system across product, marketing, and communications. Collaborate with Designers, Engineers, Content and Communications teams.