Squarespace | Meet Blueprint AI

A designer builds a brand identity with sketchbooks, swatches, fonts, and mood boards. A calm narrator explains the timeless principles of design—typography, color, layout—and reveals that these same principles shaped Squarespace’s newest product. In one seamless moment, the designer’s sketchbook flips into a laptop, showing a polished website. The product is introduced: Blueprint AI, an AI tool built on design expertise.

The Formula (That Works at Any Budget)

Human craftsmanship = AI with credibility
The ad roots its AI in the analogue process of real designers. Blueprint AI is framed as a creative partner, not a replacement.
→ Lesson: Connect AI to human expertise to make it trustworthy.

The magical reveal = From idea to reality
The sketchbook becoming a laptop dramatizes the product’s promise: vision transformed into reality.
→ Lesson: One strong visual moment can say more than a long demo.

Insider reassurance = “Built by designers”
By stating this directly, Squarespace speaks to creatives in their own language.
→ Lesson: Show that your product was built by peers to win instant trust.

Humor Breakdown

There’s no comedy here—and that’s deliberate. Instead, the ad uses a calm, aspirational tone with warm lighting and tactile textures. It feels like a tribute to design itself.
→ Lesson: Sometimes skipping humor builds more credibility than forcing a joke.

Final Verdict

Squarespace tackles the fear of “soulless AI” by showing Blueprint AI as grounded in human design principles. The ad is elegant, confident, and aimed squarely at creatives. It positions Squarespace as the thoughtful, design-first choice in the AI era.

BRAVE-o-meter Score: 
B: 8 | R: 9 | A: 8 | V: 9 | E: 9
Final Score: 8.6/10

Watch the full ad & learn more:
Website: https://www.squarespace.com
LinkedIn: https://www.linkedin.com/company/squarespace

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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