Skip to main content

Square Holes freshens up brand identity ahead of planned expansion

31 October 2022

Since 2004, Square Holes has built a brand by standing out from the usual market research companies says founder Jason Dunstone.

“Square Holes have always prided ourselves on doing things a little differently," says founder an AADC committee member, Jason Dunstone. "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,” he says.

Square Holes enlisted the expertise of graphic designer Jeremy DV Boyd, website developer Harley Cummins, and photographer Thomas McCammon to help bring the new brand identity to life.

“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.

Business cards

Business Card design by Jeremy DV Boyd

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, 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.

New squareholescom

Website developed by Harley Cummins and photographs by Thomas McCammon