Square in the Air’s design and web team partnered with Inside Edge to transform its online presence into a sharper, more impactful reflection of the brand. The project focused on elevating its digital identity and presenting its data-driven technology and services in a clearer, more compelling way. The result is a streamlined platform that brings together key audiences — from professional teams to media and betting stakeholders within a unified and intuitive environment.

Objective

The goal of the project was to build a forward-thinking website that reinforces Inside Edge’s position as one of the leading providers in sports analytics. This involved simplifying complex service offerings, refining user journeys across multiple audience groups, and creating a flexible framework that supports engaging content and future growth. Scalability, usability and stronger storytelling were central to ensuring the platform could evolve alongside the business and its expanding partnerships.

Design

A clean, contemporary aesthetic was developed to reflect the brand’s data-led positioning, using structured layouts, confident typography, and subtle data-inspired visual elements to balance technical authority with accessibility. To further distinguish the visual identity established for Inside Edge, we introduced a refined, differentiated colour scheme that clearly separates each offering on the website while maintaining a cohesive relationship within the wider portfolio. Information architecture was carefully restructured to support multiple user journeys, enabling visitors to quickly identify relevant solutions across sectors such as teams, broadcasters, betting platforms, and consumers. Interactive components and modular content blocks were introduced to showcase insights, case studies, and product capabilities in a flexible, engaging format, all fully optimised for responsive performance across desktop, tablet, and mobile devices.

Development

The site was developed on WordPress, leveraging a bespoke, performance-optimised theme to ensure flexibility, scalability, and long-term maintainability. The platform was engineered to support data-focused content while maintaining fast load speeds and seamless user experiences. A robust content management system was implemented to empower the brands internal teams to update insights, publish new content, and manage product information efficiently. Technical SEO best practices were applied throughout the build to enhance search visibility and content hierarchy, while accessibility standards were prioritised to ensure inclusive, user-friendly experiences for a broad and global audience.

Sales Deck

Leading on from the website build, we had the opportunity to create a sales deck that leveraged the new website’s creative direction, extending its clean, data-driven styling to deliver a concise and consistent brand identity across all of Inside Edge’s touchpoints. This approach allowed them to clearly communicate complex offerings, showcase their capabilities with impact, and engage diverse audiences — from teams and broadcasters to digital platforms and betting partners — in a unified and visually compelling way.

Sociable Infographic Templates

As a separate deliverable, we built out a comprehensive infographic template suite to make complex insights visually compelling and easy to digest for Inside Edge’s Sociable tool. Perfect for digital platforms, presentations, and social media, this enabled users to turn raw data into engaging charts, graphs, and visuals that capture attention. Fully customisable and flexible, the templates adapted to any brand, audience, or campaign, and are optimised for web, social, and presentations.

Ready for a website upgrade?

Our team specialises in designing and developing high-performance websites that clarify complex offerings, engage audiences, and scale with your business. Whether you’re planning a full redesign or looking to improve an existing platform, we combine strategy, design, and engineering to deliver digital experiences that drive results.

Please contact design@squareintheair.com for more information.