Squero mainly works with two types of companies. The first is early-stage startups (seed through Series B) at a brand inflection point: raising a new round of funding, launching a new product, repositioning, or expanding upmarket or to enterprise. Clients in this track include Golioth (acquired), Meanwhile, Electric Era, Prenuvo, and Zitara (acquired). The second is later-stage companies with in-house teams that need senior creative support for a campaign push or are going through a similar type of inflection point. These clients include Grammarly, Oura, Asana, and Lingo by Abbott.


Squero was built by people who ran in-house creative and marketing teams, not people who came up through the agency world. The founding partners previously led creative and marketing at Nest, Thumbtack, Meta, Asana, and Dropbox. That means we think like operators: we understand how internal teams work, how decisions get made, and how to move fast without a lot of process overhead. We're intentionally small. The partners work on every project, which means the people you meet are the people building your brand. We also believe brand and product are the same thing, which means the story you tell about your product shapes how it gets built, and vice versa. Most agencies don't sit at that intersection. We do.


For brand work, a typical engagement starts with discovery and stakeholder interviews, moves through messaging and positioning, then into brand identity, website, and sales materials. Most brand engagements run two to four months. For advertising and campaign work, we start with a creative brief and concepting phase, move into production oversight, and build out across channels as needed. Some clients also bring Squero in on a fractional basis as an ongoing embedded creative team alongside their in-house staff.


Squero’s partners come from in-house creative and marketing leadership at Nest, Thumbtack, Meta, Asana, Dropbox, and Adobe. Matteo Vianello was Executive Creative Director at Google-Nest and senior creative leader at Thumbtack. Alessio Krauss was ECD at Asana and led brand and design at Google Hardware. Dan Stroud was Marketing Director at Thumbtack and Dropbox. Dina Lovinsky was Head of Copy at Google-Nest and Thumbtack and is a New York Times bestselling author. Tom Hobbs was VP of Product Design at Meta and a lead designer at Pentagram. Meet the full team.


The clearest signal is when the gap between how good your product is and how it looks starts costing you deals. For most startups that moment arrives around a seed or Series A raise, a first serious enterprise sales motion, a product expansion, or a repositioning. If you find yourself explaining your company rather than your product in sales conversations, some brand work is probably overdue.