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Get in touchDeGaming: Truth Beats Trust
The Ask
Create a proposition that makes the next era of gaming infrastructure feel inevitable. And build a strategy and identity around a brand built on transparency and truth. As specialists operating at the intersection of regulated gaming and emerging technology, Square in the Air understood both the creative opportunity and the credibility demands of the brief from day one.
The Idea
Truth Beats Trust. The philosophy and the fire behind the brand.
It gave DeGaming a position to build every message from — and a way to name both the industry's problem and the solution. The Black Box is the old system: infrastructure that asks operators, players and regulators to trust what they cannot see. The Glass Box makes every mechanic, every outcome, every proof point observable, auditable and open.
The identity followed. The Marble Eye, a glass marble fused with a cat's eye, complete transparency held with total clarity of vision. Deliberately built in the opposite direction from everyone else in the space. Light white. Mint green. Black used as punctuation. A palette that opens to truth, not trust.
The Output
A complete brand strategy and identity covering positioning, tone of voice, the symbol, wordmark, colour system, pattern library, iconography and animation. Their stand for SBC Summit Lisbon 2026, with a hero brand film on constant loop. We now work with DeGaming on a retained basis, building their social media presence as the identity takes hold in the world.
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