Square in the Air Unveils New Brand Identity as Creative Portfolio Expands

Square in the Air, the established UK creative agency specialising in sports betting, gaming, and technology, has introduced a new brand identity on its 20th anniversary, signalling an expansion of its offerings and a sharpened strategic vision. The rebrand features a new logo, design system, and website, anchored by a promise to deliver ideas that 'HIT SQUARE' across a growing range of creative projects.

BLUF: New Identity Drives Broader Creative Focus

Square in the Air rolled out a comprehensive rebrand as it enters its third decade, adapting its visual identity and service mix to reflect both a history in gaming and sports, and a marked move into brand strategy and creative direction. The leadership points to the addition of a creative division as the catalyst for both the visual refresh and the company's ambition to influence more areas within and beyond its traditional remit.

Square in the Air's 20-Year Evolution and Industry Standing

Founded two decades ago, Square in the Air has built its reputation on serving both B2B and B2C segments in gaming, sport and tech. In 2026, the agency achieved 70th position in the PRWeek Top 150, underlining a record revenue year, and was recognised as PR Firm of the Year at the EGR B2B Awards 2026. These milestones provide the operating context for the agency's decision to reassert its market positioning through a refreshed brand.

Ben Cleminson, CEO, commented, > “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.”

The agency’s ongoing growth reflects wider shifts in demand for integrated strategy, identity, and campaign work among sport and gaming sector brands. The refreshed branding aims to make that shift visible to current and prospective clients.

Promise to 'HIT SQUARE': Strategic Intent Behind the Rebrand

Square in the Air’s new brand architecture is driven by a commitment to deliver what it calls 'HIT SQUARE' ideas—campaigns, strategies, and creative outputs that are both distinctive and memorable. Chief Creative Officer Nick Withersby stated that the internal process for the rebrand mirrored the agency's standard client approach: develop a clear, resonant core idea, then amplify it with compelling messaging and a visually strong identity.

“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.” — Nick Withersby, CCO

The strategic expansion is not limited to visual elements. The agency's newly formalised creative division now supports services in brand strategy, identity development, and cross-channel campaigns. Working under CCO Nick Withersby and Chief Client Officer Hugh Johnson, alongside Creative Director Ellen Kerbey, Square in the Air’s team is tasked with extending the agency's reach across a wider spectrum of client needs.

Expanded Creative Division: Services and Client Value

The creative division augments more established offerings in PR, brand activation, design, social, and video. Its remit includes:

• End-to-end brand strategy
• Identity and design systems
• Multi-channel campaign ideation
• B2B and consumer-facing communications

The updated identity is intended to position Square in the Air to deliver increased impact for existing clients while attracting new opportunities in sport, gaming, and technology.

The agency states that the new offering does not signal a departure from its sector focus, but rather a step forward with a broader value proposition to accommodate more ambitious briefs and a more diverse client base.

Branding in a Competitive Agency Landscape

Within the UK and European agency landscape, a refreshed brand identity and an expanded suite of creative services are not rare, but positioning and execution matter for agencies seeking to maintain or enhance client relevance. Square in the Air’s move follows a wider pattern of specialist firms deepening creative and strategy capabilities to remain competitive in the b2b and sports communications market.

CEO Ben Cleminson frames the rebrand as a strategic investment in future resilience rather than retrospective celebration. "We launched our creative division last year to help tell our clients’ stories better and we have now done that for ourselves," Cleminson said, underscoring the intent to bring the same industry specialities to a broader market.

Outlook: Confidence in Sector-Focused Creative

Square in the Air’s leadership asserts that renewed brand ambitions, combined with a sharpened creative proposition, will allow for more impactful campaigns and messaging across the sport, gaming and tech sectors. The company is positioning the 'HIT SQUARE' promise as a point of distinction in a market where the boundaries between PR, branding and creative strategy continue to blur.