Step In:
The New Face of Squash Ireland
Squash Ireland needed a brand that matched the speed, energy, and intensity of the game. Branding Sport led the strategy deep dive, uncovering insights that shaped a bold, youthful, and unexpected identity. nmcDesign then brought it to life—dynamic, disruptive, and built to win.
Client
Squash Ireland / Branding.Sport
Year
2024
Category
Sport & NGO
Type of Work
Visual Identity
Squash isn’t just a sport—it’s a chaotic, high-energy battle in a confined space. Paddy at Branding Sport led extensive research, capturing the essence of the game’s intensity. The insight? Squash had to break free from its old image. It needed a youthful, fearless identity that spoke the language of modern sport.
With that strategy locked in, nmcDesign built a brand that felt like stepping into the court—fast, direct, and full of impact. Inspired by the phrase "Sport in 3D," the identity rejects tired tropes, embracing movement, bold colourways, and a raw, competitive edge. The result? A brand that doesn’t just represent squash—it plays the game.
This wasn’t just about a logo. Branding Sport’s research uncovered key shifts—squash needed to win on social media, attract younger players, and stand apart from mainstream sports. That meant rethinking everything from brand language to regional identity.
nmcDesign took those insights and pushed the creative forward. The court lines shape the logo. The provincial accents bring local identity. The “Step in” messaging invites players to take the challenge. Every detail was crafted through an iterative, collaborative process that ensured the final identity was something Squash Ireland could own—and grow.
The result? A brand that makes an impact. Squash Ireland now has an identity as fast, strategic, and unpredictable as the game itself. A strong social presence, a clear visual system, and a bold tone of voice set the foundation for growth.
This isn’t just a rebrand—it’s a reawakening. Squash Ireland now has the tools to attract new players, energise its community, and redefine its place in sport. The game just changed.
