Square in the Air unveils new identity as agency marks 20 years of growth

Square in the Air has introduced a new brand identity as the specialist creative agency marks its 20th year in business, positioning the rebrand as an evolution of its offering rather than a departure from its established expertise. The updated identity includes a new logo, colour palette, design system and website alongside the strategic promise to “HIT SQUARE” across its growing range of creative and marketing work.

The London-headquartered agency has built its reputation around work spanning sport, betting gaming and technology. Its latest move reflects a broader expansion of its capabilities, particularly following the creation of a dedicated creative function designed to extend its work into brand strategy, identity, campaigns and related marketing services.

Square in the Air enters its third decade with expanded capabilities

The new identity arrives at a notable point in the company's development. Square in the Air was established in 2006 and has since developed from a specialist communications agency into a broader marketing business serving clients across international markets. The company's current positioning describes it as a specialist creative agency for sport, gaming and tech with services covering activation, creative, design, PR, social and video.

Rather than treating the rebrand as a purely visual exercise, the agency has linked the refreshed identity to a wider strategic proposition. The “HIT SQUARE” promise is intended to express the idea of delivering focused and effective creative work while retaining the specialist knowledge that has shaped the company's development over two decades.

According to Square in the Air, the rebrand reflects the company's increasing breadth of work as its client base and service proposition have expanded. The agency's own description of the new identity presents it as a more confident expression of the business and the thinking behind its work.

The launch also comes after Square in the Air strengthened its senior creative leadership. Hugh Johnson joined as Chief Client Officer while Nick Withersby was appointed Chief Creative Officer, with both executives taking responsibility for developing the agency's integrated creative offering.

New creative division broadens the agency proposition

One of the most significant developments behind the rebrand has been the expansion into creative services. Square in the Air launched its integrated creative offering with Johnson and Withersby tasked with building a function covering brand strategy, advertising and marketing campaigns. The move was designed to complement the agency's established PR, social, content and video capabilities.

The structure gives Square in the Air an opportunity to approach client requirements from several directions within one agency framework. Brand development can be combined with public relations, social activity, design, video production and activation rather than being treated as separate stages of a campaign.

That broader model is also reflected on the agency's current website, which lists creative, design, PR, social, video and activation among its core services. Its work includes campaigns and projects connected with organisations across sport, gaming and related sectors.

For the company, this represents a natural progression from its specialist communications background. The agency has stated that the creative expansion allows it to take the expertise developed in sport, gaming and betting into a wider range of brand and marketing assignments.

Leadership places creativity at the centre of the next phase

The rebrand has been led by Nick Withersby and Hugh Johnson in collaboration with Creative Director Ellen Kerbey. The three have complementary responsibilities across creative output, client relationships and brand development.

Withersby described the “HIT SQUARE” proposition as a reference to the agency's roots in sport and gaming while also presenting it as a wider statement about the company's ambitions. He also explained that the internal rebranding process followed the same principles the team applies to external client assignments, with a focus on a clear brand idea, memorable messaging and an identity designed to be distinctive.

Johnson's appointment is also consistent with the agency's effort to expand beyond traditional PR work. Square in the Air said the new creative division was established to deliver wider brand strategy and conceptual campaign work alongside the existing agency services.

Kerbey's role adds further continuity between the agency's previous design activity and its broader creative proposition. Square in the Air lists her as Creative Director and says she oversees creative output for client work and projects.

At executive level, Ben Cleminson continues to serve as Chief Executive Officer. Square in the Air appointed him CEO in 2024 as part of a wider leadership restructuring that also saw Ollie Drew become Chief Operating Officer and Robin Hutchison become Chief Commercial Officer.

Industry recognition supports the agency's positioning

The rebrand is being introduced against a backdrop of continued industry recognition. Square in the Air was named PR firm of the year at the EGR B2B Awards 2026, with the official awards listing highlighting its record turnover, international client base and expansion into areas including video, affiliates and creative brand strategy.

The company also received the same PR firm of the year award in 2025, according to the official EGR B2B Awards results. That provides context for the agency's current positioning and indicates that the rebrand follows a period of sustained industry recognition rather than a standalone marketing exercise.

The agency's current team information states that Square in the Air has grown into a global team of more than 50 people while retaining its specialist focus on sport, betting and gaming and adding capabilities in branding, design and video production.

The company has also been placed in the 2026 PRWeek Top 150 according to the supplied announcement, with the agency describing itself as the UK's highest-ranked specialist agency focused on sports betting and gaming. This specific ranking claim should be understood as the company's stated positioning in the announcement rather than independently treated as a regulatory or financial assessment.

A brand change aimed at long-term growth

For Square in the Air, the timing of the rebrand appears closely connected to the agency's changing commercial model. A new identity can help clarify what a business now offers when its capabilities have expanded beyond the services associated with its original market position.

That consideration is particularly relevant for an agency operating across several closely connected sectors. Clients in sport, gaming and technology can require communications support at one stage of a project and brand strategy, creative development, design or content production at another. An integrated proposition can therefore make it easier to present these capabilities as part of a coherent offering.

The refreshed branding also gives the agency a platform from which to communicate its ambitions in markets beyond its historical core. Its current service proposition combines established PR and social expertise with newer creative and strategic capabilities, suggesting that the business is seeking to compete for a broader range of marketing assignments while maintaining sector specialisation.

What the rebrand means for Square in the Air

The launch of the new identity is ultimately less about changing what Square in the Air is than communicating how the business has developed. After two decades, the agency is presenting itself as a broader creative partner while retaining the sector knowledge that has underpinned its reputation.

The “HIT SQUARE” idea therefore serves as both a campaign platform and a concise expression of the agency's current direction. The company's emphasis on strategic thinking, creativity and memorable brand execution is intended to connect the new visual identity with a wider range of client services.

The shift also signals an effort to make the agency's internal growth visible externally. As the business moves further into creative strategy, branding and integrated campaigns, its identity needs to reflect capabilities that go beyond traditional communications work.

Conclusion

Square in the Air's new brand identity marks a significant moment for an agency entering its third decade. The updated logo, visual system and website provide the visible elements of the change, but the more important development lies in the wider business proposition behind them.

The agency is combining its established position in sport, betting and gaming communications with an expanded creative offer covering brand strategy, identity, campaigns, design, social and video. The appointments of Hugh Johnson and Nick Withersby have helped establish that broader creative direction while Ellen Kerbey remains an important part of the company's creative leadership.

Its EGR B2B Awards recognition in 2025 and 2026 adds further context to the transition, although awards should be viewed as industry recognition rather than an objective measure of overall market performance.

For Square in the Air, the rebrand presents an opportunity to clearly define the next stage of its development. With 20 years of sector experience behind it and a broader creative proposition ahead, the agency is using “HIT SQUARE” as a clear expression of where it wants to go next while keeping its specialist foundation firmly in place.

FAQs

What is Square in the Air?
Square in the Air is a specialist creative and marketing agency serving the sport, gaming and technology sectors. Its services include PR, creative, design, social, video and activation.

Why has Square in the Air launched a new brand identity?
The agency introduced the new identity as it marks 20 years in business and expands its service offering into broader creative and brand strategy work.

What does “HIT SQUARE” mean?
“HIT SQUARE” is Square in the Air's new strategic promise. The phrase refers to the agency's roots in sport and gaming while expressing its intention to deliver distinctive and effective creative work.

What changes are included in the rebrand?
The rebrand includes a new logo, colours, design system and website alongside a broader strategic positioning for the business.

Has Square in the Air expanded beyond PR?
Yes. The agency has expanded its offering to include creative and brand strategy alongside established PR, social, design, video and activation services.

Who leads the creative division?
Nick Withersby serves as Chief Creative Officer while Hugh Johnson is Chief Client Officer. Creative Director Ellen Kerbey is also part of the agency's creative leadership.

Who is the CEO of Square in the Air?
Ben Cleminson is the Chief Executive Officer of Square in the Air. He was appointed CEO in 2024 following a wider leadership restructure.

When was Square in the Air founded?
Square in the Air was established in 2006 and is marking its 20th year in 2026.

Has Square in the Air won industry awards?
Yes. Square in the Air was named PR firm of the year at the EGR B2B Awards in both 2025 and 2026.

What sectors does Square in the Air serve?
The agency focuses on sport, gaming and technology while offering marketing and creative services that can be applied across a broader range of client requirements.