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In tight spaces, ideas win. 20 years in sport, gaming and technology has taught us that.

Generic comms and brands following category norms don’t land. The brands that do, do it with ideas. Precisely shaped, perfectly placed, creatively sharp ideas that pay off.

Square in the Air is where ideas take shape and hit square. a

Expanded Creative and Strategic Capabilities

We’ve always been an agency built on specialism. PR, social, content, video, design, sponsorships, affiliates — delivered with genuine depth across sport, gaming and technology. That hasn’t changed.

What has changed is the remit.

The creation of our Creative department moved us into new spaces. Brand strategy. Brand identity. Big ideas. Campaigns. The work has followed quickly. Operators, B2B suppliers, global sports federations, international sports governing bodies, gaming companies and competitions brands are all feeling the benefit of our expanded offering.

Same industry specialities. Bigger capability. And more impact for the brands we work with.

Where Ideas Take Shape

The rebrand was led by Chief Creative Officer Nick Withersby and Chief Client Officer Hugh Johnson, working alongside Creative Director Ellen Kerbey.

New logo. New colours. New design system. New website. All underpinned by a new attitude — HIT SQUARE.

Nick’s approach has always been the same. Build a distinctive, easy-to-understand brand idea that’s unmistakably yours. Then light a fire under it with messages designed to be remembered and identities meant to stick.

That’s what we’ve done for ourselves.

Our new brand is a confident and vibrant expression of what makes SITA. The identity is built with the same strategic and creative intelligence we bring to every brief.

Because if we can’t do it for ourselves, we have no business doing it for anyone else.

Hitting Square since 2006

2026 is Square in the Air’s 20th year. The rebrand lands at a significant moment. The brand is a new expression of a conviction we’ve held for 20 years. It’s what our work has proven, brief by brief, client by client, campaign by campaign, channel by channel.

 

The best work comes from perfectly placed ideas. The best work is always ahead of us.

 

HIT SQUARE.