Cash App Internal Identity

CREATIVE DIRECTION / BRAND CULTURE

This collection explores the foundational work designed to cultivate and sustain Cash App’s internal culture. My role was to translate our external brand energy into a lived reality for the global teams building it—balancing playful activations and tactile ephemera with scalable executive communication frameworks. This holistic brand governance ensured high-fidelity craft was present in every internal interaction, from the celebratory to the functional.