A relentless focus on delivering outcomes

Results are at the heart of what we do. At Circle & Square, we go beyond conventional design to create solutions that drive measurable impact. By combining behavioral science with data-informed strategies, we design experiences that achieve outcomes that matter to our partners—and to their customers.

How we helped an Insurer cut costs and boost conversions by 300%

CHALLENGE

A leading insurance company faced skyrocketing costs per lead, low conversion rates, and significant drop-offs across their digital customer journey. They needed a fresh approach to break through these roadblocks and maximize their marketing efforts.

APPROACH

  • Mapped the entire customer journey to uncover friction points and disconnects across all touchpoints.
  • Unified disparate data sources across the end-to-end journey, enabling a holistic view for optimization.
  • Adopted an iterative test-and-learn approach, rapidly uncovering customer behaviors and implementing weekly optimizations.
  • Delivered seamless, high-performing experiences by addressing the entire journey—not just individual touchpoints.

RESULTS

300%
increase in conversions
86%
decrease in cost per lead
$6.4M
in pipeline

How Rocket Software’s new identity drove 3x engagement

CHALLENGE

Rocket Software wanted to establish a brand identity that resonated with its forward-looking mission and values. After multiple unsuccessful attempts with other agencies, the company needed an identity that aligned with its goals while appealing to a tech-focused audience.

APPROACH

  • Breaking Cognitive Barriers: We designed a competition to break free from groupthink and foster fresh, innovative ideas.
  • Leveraging NeuroCX Tools: Using advanced methodologies, we identified a logo that immediately grabbed attention and implicitly reflected "future-oriented" and "innovative" attributes.
  • Data-Driven Decision-Making: By analyzing implicit and explicit audience responses, we objectively validated the logo’s resonance, ensuring alignment with Rocket Software’s brand goals.

RESULTS

3X
increase in
motivational engagement
2X
increase in
emotional brand associations
100%
increase in
stakeholder buy-in

How we revitalized a wellness brand experience to drive 55% in customer engagement

CHALLENGE

The Institute for Integrative Nutrition (IIN) needed to refresh its brand to stand out in a saturated wellness market and capture new market share. Their existing identity lacked differentiation and failed to engage their target audience effectively.

APPROACH

  • Defined a clear value proposition: Conducted workshops to pinpoint IIN’s unique strengths and position in the market.
  • Audience insights: Mapped customer needs and behaviors to inform strategic decisions and refine messaging.
  • Digital platform revamp: Designed and executed a new online experience to increase engagement and conversions.

RESULTS

30%
growth in
website traffic
22%
increase in
lead conversion rate
55%
boost in
customer engagement

Circle & Square really pushed the envelope on thinking big and obsessing about customers. They have an incredible ability to draw insights from data and identify key opportunities, improving customer experiences that drive business outcome.  I would highly recommend the Circle & Square team for any-and-all experience related challenges.

chris england
VP, Brand, Rocket Software

Circle & Square isn’t your typical agency. They’re strategic partners who care about your business and really get to know your challenges and opportunities, adding tremendous value. They provide outstanding, breakthrough solutions.

Barbara Goose
CMO, Rocket Software

C&S always impresses me with their ability to make the complex simple. They were able to take complex customer data and distill it down into actionable insights that helped us make informed decisions.

Audrea Laffely
VP of Digital Transformation and Innovation, Rocket Software

Circle & Square collaborated with us on the strategy and were able to then follow through to a brilliant execution. Circle & Square carried strategy through to the tiniest detail.

Jen Papineau
Head of Global Demand Generation & Creative Services, Rocket Software

Circle & Square has a unique ability to quickly immerse into an organization that brings powerful innovation and strategic insights to every process. They’re able to earn the trust of seasoned people quickly because they do their homework, and their relentless pursuit of a 360 view is incredibly powerful.

Lynda Cloud
CEO, IIN

This was our third redesign while I was at IIN and, by far, the most informed and integrated. Circle & Square did the research, UX and the visual design and really positioned our brand in the way that we needed.

Tammi Harrison
Former SVP of Marketing, IIN
See some of our work

Our expertise in Experience strategy, design, and UX

We are experts in experience strategy, design, and UX, creating transformative experiences that go beyond individual touchpoints to drive business success. Our data-driven yet emotionally engaging solutions align user and business goals, earning us praise and awards for excellence in delivering impactful digital transformations.

Our expertise in Customer Journeys and Service Blueprints

At Circle & Square, we specialize in creating comprehensive service blueprints and customer journey maps that provide a complete view of your ecosystem. By mapping the end-to-end customer experience alongside the underlying systems, people, and processes, we identify the critical points where your business may be falling short.

Leading the way in Neuroscience-Driven Customer Experiences

Our neuroscience-based tools uncover how visual designs engage the subconscious mind, enabling us to create experiences that deeply resonate with customer instincts.

Our proprietary tools analyze neurological signals to pinpoint the experiences that truly resonate with users—delivering faster, more actionable insights than ever before.

At Circle & Square, we are at the forefront of integrating neuroscience into customer experience (CX). Our proprietary methodology combines decades of neuroscience research with cutting-edge AI tools to delve into the subconscious mind, uncovering what people truly think and feel. This enables us to test creative ideas and craft experiences that genuinely resonate with audiences on a deeper, emotional leve

Ignite creativity and innovation with Spark Sessions™

Spark Sessions is our proprietary workshop series designed to unlock creativity, foster innovation, and drive alignment. Grounded in neuroscience and behavioral science, these sessions enable rapid collaboration, decisive action, and holistic requirement gathering across your organization.

We are pioneers in the field of NeuroCX

As leaders in experience design, we’ve seen how traditional UX often misses the mark. It frequently overlooks the entire customer ecosystem, fails to drive business outcomes, and focuses too heavily on conscious, rational decisions. Yet research shows that 95% of decisions are driven by subconscious instincts and emotions—the true drivers behind customer engagement and loyalty.To address this, we pioneered a unique approach: NeuroCX. Born from our commitment to push beyond conventional methods, NeuroCX is all about understanding human behavior at its core. By combining insights from neuroscience, behavioral psychology, and data analytics, we craft experiences that resonate deeply and deliver measurable business results. Circle & Square is proud to be among the first to adopt this approach, laser-focused on designing experiences that truly connect with people and drive impact.

Meet the NeuroCX team

Behind every success story is a team of seasoned experts—strategists, designers, and behavioral scientists—each passionate about creating experiences that make a difference. Together, we’re driven by one goal: delivering solutions that are as impactful as they are innovative.

Neeta Goplani
Chief Experience Strategist
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Michael
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More than a project. A partner.

Work with a team that truly cares about your bottom line, not just their own. Get the level of attention, dedication and personalization large firms can't deliver.

Multifaceted team. Multi-disciplinary approach.

Leverage our deep expertise in branding, visual design, research, user experience, content and marketing to activate and propel your business forward.

No bloat or siloed workstreams.

Cut costs and inefficiencies with a focused and efficient team that deliver meaningful results in less time, without compromising quality.

Industry leaders. Leading the way.

Get over 25 years of experience on your side. We provide innovative and cutting-edge solutions that reach real people and deliver real value.

The right skills, right when you need them.

We’ve developed a deep understanding of what works and what doesn’t through countless hours of diving into research, collaborating with clients, and iterating on design and testing.

That expertise and insight is what sets us apart in UX/UI design, Content Design, Brand Design, Experience Strategy, SEO, and everything in between.

Nice to meet you

Circle & Square was established in early 2022, based on a desire to solve complex problems and make the world a better place. We believe that to solve complex problems, you need seasoned professionals that are willing to get their hands dirty in order to drive change. At Circle & Square, you get personal attention from us – backed by a team of talented and diverse problem solvers.

Neeta Goplani
Co-Founder
dana cox
Co-Founder