HIIT Squash:
A Faster, Bolder Take on the Game
Squash, but make it HIIT. Squash Ireland wanted to launch HIIT Squash, a high-intensity, fast-paced take on the sport. It had to feel fresh, modern, and unapologetically fun—something that could stand on its own while still sitting comfortably within the Squash Ireland brand. Branding Sport set the strategy, and we hit the ground running, designing an identity as bold and energetic as the game itself.
Client
Squash Ireland / Branding.Sport
Year
2024
Category
Sport & Fitness
Type of Work
Visual Identity
This wasn’t about performance analytics or elite competition—it was about getting people moving. HIIT Squash had to feel welcoming, energetic, and easy to understand. No complicated structures, no intimidating gym vibes—just fast, fun, high-energy squash.
We took our cues from group fitness culture—punchy typography, high-impact colour contrasts, and a dynamic, movement-driven aesthetic. Yellow, a standout from early moodboards, became a core brand colour, reinforcing the fast, electric feel. Everything had to be playful but powerful—a brand that says, “Come on, give it a shot.”




Working from Branding Sport’s strategic direction, we developed a clean, high-energy wordmark that stacked perfectly across digital and print. The Squash Ireland connection was key—so we refined descenders and typography to visually link both brands.
Beyond the logo, we built out social media templates, design elements, and easy-to-use Canva assets—so the brand wouldn’t just launch strong, but would be easy to maintain and grow. Every detail was tested for maximum impact—from class posters to social media promo.



The HIIT Squash brand landed fast and hit hard. Playful, dynamic, and built for engagement, it’s already making waves as a fresh way to experience the game. The final identity is bold, modern, and completely unmissable—a perfect fit for Squash Ireland’s expanding offering.
This project wasn’t about creating another squash programme. It was about redefining how people experience the sport. And that’s exactly what we did.


