Every company has a story behind its name—a reason, a spark of inspiration, or a vision for the future. For us at Square Holes, our name reflects a commitment to creative problem-solving, innovation, and seeing things differently.

But more than that, it embodies our core mission: delivering market research and cultural insight that helps organisations and brands elevate their strategic vision. This ethos stems from one of the most iconic marketing campaigns of all time—Apple’s 1997 “Think Different” campaign, launched by Steve Jobs during one of Apple’s most pivotal periods.

To understand the origins of Square Holes, let’s rewind to 1997, when Steve Jobs returned to Apple after a 12-year absence. The company was teetering on the brink of bankruptcy, and Jobs had a monumental task ahead of him—resurrecting Apple and steering it back to success. His approach was straightforward yet profound: “Get back to the basics of great products, great marketing, and great distribution.” These basics would become the bedrock of Apple’s eventual success.

The first step in Jobs’ strategy was the now-legendary “Think Different” campaign. It was not just a marketing slogan; it was a rallying cry for all those who didn’t fit the mold—innovators, dreamers, the “round pegs in the square holes.” Apple celebrated those who saw the world differently, individuals who were “crazy enough to think they can change the world.” This message didn’t just speak to Apple’s audience; it redefined what Apple itself stood for—creativity, innovation, and a relentless belief in the power of passion.

In that sense, our name, Square Holes, captures the spirit of this campaign. Just like Apple recognised the value in being different, we embrace thinking outside the box—looking at challenges through the lens of cultural insight and market research. Our goal is to provide the evidence and illumination organisations need to make confident, strategic decisions in rapidly changing markets and societies.

But there’s more to the story. In the same way that Apple’s turnaround wasn’t immediate, we know that real innovation takes time. Jobs himself admitted that the “Think Different” campaign didn’t immediately turn things around—Apple’s sales continued to struggle for a few more years. It wasn’t until products like the iPod and iTunes began to reshape the tech industry that Apple’s fortunes truly reversed. Yet, the campaign laid the philosophical groundwork for future success by clearly defining what the brand stood for.

At Square Holes, this long-term view is integral to our approach. We understand that organisations today face complex, fast-moving environments, where clear, strategic decisions are crucial. That’s where we come in—our market research solutions provide the clarity and cultural insight that helps our clients navigate uncertainty, find opportunities for growth, and align their actions with a bold, forward-thinking vision.

The name Square Holes is a reminder that true innovation requires looking at things differently. In business, this often means leveraging data and insights to find unconventional solutions and seize growth opportunities. We focus on helping organisations get the basics right—whether in product development, marketing, or strategic planning—while keeping an eye on the future and challenging the status quo.

What sets us apart is the ability to combine research and innovation. Our deep cultural insight allows us to understand how people, behaviour, and trends are evolving, while our market research provides the hard evidence organisations need to act decisively. Just as Apple redefined its brand with “Think Different,” we help our clients define their path forward with research that inspires strategic growth and innovation.

In a business landscape that often rewards playing it safe, we embrace risk-taking and pushing boundaries. We pride ourselves on questioning the status quo, much like the “crazy ones” celebrated by the Think Different campaign. It’s no coincidence that Square Holes draws inspiration from a campaign that paid tribute to trailblazers like Albert Einstein, Bob Dylan, and Mahatma Gandhi—people who redefined the world by refusing to fit into pre-existing moulds.

As we continue to grow and evolve, we remain true to the principles that inspired our name. Our focus on market research and cultural insight isn’t just about providing information—it’s about empowering organisations to make informed, confident decisions in the face of uncertainty. Just as Jobs built Apple on a foundation of simple but powerful ideas, we aim to help our clients succeed by blending deep insight with strategic vision.

Because, as Steve Jobs once said:

“The people who are crazy enough to think they can change the world are the ones who do.”

At Square Holes, that sentiment isn’t just admired—it drives everything we do.

Rebranding a Market Research Agency | 2022 Square Holes rebrand article by designer Jeremy DV Boyd