Square Holes unveil confident new brand

Square Holes has unveiled a new logo and website as a part of a bold and confident branding initiative launched on the eve of the company’s eighteenth birthday.

Since 2004, Square Holes has cemented its status as a standout force in the market research community. Based in South Australia, Square Holes’ clients include Haigh’s Chocolates, Redarc Electronics, and the SA Government, including the current ‘New State of Mind’ campaign to entice innovative young people to base themselves in the state. Beyond South Australia, Square Holes work for brand groups as diverse as Lion Co, Dilmah Tea out of Sri Lanka and Hansen Yuncken.

Founded by Jason Dunstone after returning to South Australia from working with a global research group, Square Holes was an anecdote to his observation of the lack lustre status quo in the market research industry. From the start, our intent has been to delve deeper, and inject creative thinking beyond just numbers and data. As an organisation Square Holes is conscious of the need to be locally visible and connected yet seeking growth opportunities interstate and overseas.

Square Hole’s research has played a critical role in shaping the cultural narrative in South Australia, including reducing negative societal behaviours, creating a vibrant cultural sector, informing government policy and social welfare priorities, and precinct development (Riverbank and Adelaide Oval). The research agency is helping Australian brands to understand and grow into overseas markets, from consumer products, pharmaceuticals, business to business and education, and has conducted recent studies across Asia, UK, and US.

Square Holes is also proud of its long-term contra research sponsorships across arts and culture, including Helpmann Academy, Adelaide Film Festival, Adelaide Zoo and Monarto Safari Park and _SOUTHSTART.

The re-launch evolves the brand, moving it forward with a sense of clarity and confidence to firmly position Square Holes as a global player in the market research industry. The new icon symbolises a focal point, representative of the core brand purpose – deeply understanding real people.

Images of real people by Thomas McCammon

“The team at Square Holes have always prided ourselves on doing things a little differently. And while that irreverence still exists in our brand, we wanted assets that really reflected the experienced and self-assured organisation we have grown into over the past eighteen years,” says Dunstone.

Square Holes enlisted the expertise of local talent in graphic designer Jeremy DV Boyd, website developer Harley Cummins and photographer Thomas McCammon to help bring the new branding vision to life.

Images of Adelaide scenes by Thomas McCammon

“Square Holes have really cemented our name locally, as a forward-thinking agency brand. We look forward to continuing to inform decision makers, and leverage our success to grow interstate and overseas, and enter new markets. We have always had global aspirations for our brand, and this new brand identity is a clear indication that those aspirations are being realised,” says Dunstone.

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