Whitestone Create PSA Brand Family

Whitestone International has created three new identities for the Professional Squash Association, including a complete re-brand of the association's corporate identity.

The programme has been developed over the last five months in which two other identities have been created for the PSA's live broadcast website SquashTV and the association's international PSA Super Series tournaments, the first of which is underway in New York.

"Squash is such an excitingly fast and physical game and we wanted to consistently convey that within the three logo identities while keeping in line with the purpose that each one serves," says Whitestone CEO Chris Lightfoot.

"Many of our clients already have their strategy in place and as with the PSA bridging that into the creative is something that we have a huge amount of experience in with sport and non-sport organisations."

Whitestone also branded PSA's respective corporate and SquashTV websites and has designed a print advertising campaign, media backdrops, broadcast idents and animations as well as stationery.

"It's been delivered at a hectic pace but we are very pleased with what Whitestone have created across the board," says PSA CEO Alex Gough.

"For us having the ability to call on an agency for everything we needed in both a directional and creative sense was paramount and that is exactly what we got with Whitestone."