Squarespace Presents The Next Gen

A relevance shift — not a rebrand.

The Challenge

Squarespace had strong millennial equity.

But Gen Z creators were building businesses differently — faster, more fluid, more identity-driven.

The opportunity wasn’t to change the brand.
It was to shift its cultural proximity.

We created The Next Gen — a docu-style content series built around real Gen Z creators using Squarespace to build creative businesses.

The shift:

• From polished brand storytelling → to human narrative
• From scripted ads → to lived experience
• From product-forward → to creator-forward

The product was integrated naturally — visible as a tool, not positioned as a pitch.

A Creator-Led Series Framework
Documentary-style storytelling grounded in real ambition and identity.

A Visual Story System
Bold typography, motion, and editorial design that felt expressive, not corporate.

A Cultural Repositioning Strategy
Squarespace as an enabler of creative independence for the next generation.

The series expanded Squarespace’s cultural reach with Gen Z — not by rebranding, but by reframing.

It didn’t just speak to a new audience.
It earned proximity.