Square in the Air launches new brand identity to build on 20 years of success

Global award-winning creative agency Square in the Air has unveiled a new brand identity, underpinned by a strategic promise to deliver ideas that ‘HIT SQUARE’ across its increasingly diverse client work. The evolved, impactful branding, encompassing a new logo, colours, design system and website, launches as the leading sport, gaming and tech agency reaches its 20th anniversary. The fresh identity is an expression of the company’s expanded offering, which now incorporates a creative division that offers a wide range of brand strategy services and complements the established functions that span B2B and consumer PR, activation, design, social and video. Led by Chief Creative Officer Nick Withersby and Chief Client Officer Hugh Johnson, working alongside Creative Director Ellen Kerbey, the new branding showcases a confident, vibrant corporate identity that is built on the same strategic and creative intelligence the company brings to every brief. Withersby said: Our promise to HIT SQUARE is a nod to the agency’s deep roots in gaming and sport, but it’s primarily a statement of intent. The recent addition of our creative department has enabled us to move into new spaces across brand strategy, identity, ideas and campaigns, and the work has followed quickly. The approach we took with the internal rebranding project was the same as it is for our clients: build a distinctive, easy-to-understand brand idea, then light a fire under it with messages designed to be remembered and identities meant to stick. Square in the Air is the UK’s highest-ranked specialist agency serving the sports betting and gaming sectors, sitting in 70th in the 2026 PRWeek Top 150 list after a record year of revenues. The company was also named PR firm of the year at the EGR B2B Awards 2026. CEO Ben Cleminson said: It is a proud moment to have hit 20 years in business, but this rebrand is all about embracing the future and we couldn’t be happier with how it has come to life. We launched our creative division last year to help tell our clients’ stories better and we have now done that for ourselves. The expanded offering we are presenting with our new identity is about taking those same industry specialities that have made us so successful into a wider world. Ultimately, this presents more impact for the brands we work with in sport, gaming and tech, and we are stepping forward with confidence to HIT SQUARE in everything we do.