Square in the Air unveils new brand identity after two decades in the industry

Square in the Air, a renowned creative agency based in the United Kingdom, has unveiled a new brand identity as part of its business evolution following its 20th anniversary. The change —which includes a new logo, color palette, design system, and a revamped website— is being announced at a time when the company is expanding its capabilities in creative services, including brand strategy and campaigns, in addition to its public relations (B2B and B2C), activation, design, social, and video functions.

Renewal Driven by Creative Growth at Square in the Air

The new identity responds to the increase and expansion of its creative projects. Under the strategic motto "HIT SQUARE", Square in the Air aims to convey its commitment to delivering diverse projects, especially following the launch of its creative division last year. This division, led by Chief Creative Officer Nick Withersby and Chief Client Officer Hugh Johnson alongside Creative Director Ellen Kerbey, has allowed the agency to venture into new areas such as brand strategy, visual identity, and integrated campaigns for the sports, gaming, and technology sectors.

“Our HIT SQUARE promise references the agency's origins in gaming and sports, but primarily it is a statement of intent,” stated Nick Withersby.

The internal renewal applied the same strategic focus used in client projects: building a distinctive brand idea and communicating it with clear and memorable messages. This methodology is now reflected in Square in the Air's new image, designed to stay in the minds of stakeholders and increase visibility in global markets such as sports betting and online gaming.

Agency Results and Recognitions in the B2B Landscape

In the last fiscal year, Square in the Air has positioned itself as the highest-ranked specialized agency in the UK for the sports betting and gaming sectors, ranking 70th in the PRWeek Top 150 for 2026 after reaching record revenues. The agency was also recognized as "PR firm of the year" at the EGR B2B Awards 2026, solidifying its reputation as a leading provider of communication services for operators, suppliers, and technology partners connected to the sector.

CEO Ben Cleminson emphasized that this visual and strategic evolution is a way to face the future after two decades of activity, and that the expansion of the creative team allows the company to tell its own story more effectively:

"Reaching 20 years is a point of pride, but this rebranding looks to the future, and we are very pleased with the outcome," declared Ben Cleminson.

The stated intention is to continue applying the specialties acquired in gaming and sports to a broader industrial universe, thereby enhancing the impact on the sector's partner brands and expanding the agency's reach beyond the traditional B2B core.

Brand Strategy and Projections in Gaming and Technology

Square in the Air aims to reinforce its presence in brand integrations, creative campaigns, and communication solutions for clients operating in sports, betting, and technology markets. The renewal facilitates the alignment of its services with current demands of the digital channel and enables greater prominence on multimedia platforms, video, and social networks associated with industry news and B2B strategies.

The agency's new visual and digital ecosystem, much like its strategic consulting process, is supported by the accumulated experience managing projects for both veteran operators and new entrants in the regulated gaming ecosystem.

Perspectives and Next Steps Following Restructuring

Square in the Air's new value proposition is built on confidence in the creative and strategic intelligence that has solidified it over two decades. With the promise of "HIT SQUARE", the executive leadership takes on the challenge of maintaining relevance in sectors characterized by competition and ongoing innovation.

The focus on comprehensive and versatile services opens up collaboration opportunities with new players in the regulatory and technology landscape, sustaining sustainable growth for the agency and its global clients.