Square partnered with culinary workwear experts Tilit to reimagine the brand's podcast, The Build. We led the rebrand and go-to-market strategy for this new series, moving away from traditional marketing to tell raw, ground-up restaurant stories.

We joined the Tilit team weekly on-site in NYC, following Chef Rasheeda Purdie as she navigated the high-stakes journey of opening her next location. By pairing her story with a heavy-hitting conversation featuring Tom Colicchio, we created a a rich series that honors the real work behind the hospitality industry. By documenting the friction and the wins in real-time, we were able to capture an authentic story with an unfiltered look at what it actually takes to launch a restaurant.