When formalizing the notion of area, among other postulates the area of a unit square can be defined to be $1$. Using this we can prove that the area of square of length $x$ has area $x^2$. Here a link for such a proof.
What if we define it to be something other than 1? Say 2, the formula for area of a square will then becomes $2x^2$. Using which we can derive the formulas for areas of other shapes.
Can something go wrong? Is the choice of $1$ as the multiplicative factor arbitrary?
Note : By Unit Square I mean a square of side length 1.