A new chapter for Redbox Digital

After creating some of the world’s most recognisable digital experiences over the past two decades, Redbox Digital today completes a transformation of its own by rebranding to SQLI Digital Experience. 

The rebrand also brings together a number of successful European digital agencies under the SQLI Group umbrella, allowing more seamless collaborations and further growth opportunities as one of the largest digital agencies on the continent.

Redbox joined the France-based SQLI Group two years ago, with the partnership offering its clients a wider range of digital services and skills.

SQLI’s General Manager, MENA, Sarmad Hassan believes the collaborative approach is crucial in supporting brands digitally now and in the future.

He said: “Since the acquisition, Redbox has firmly established itself as an integral part of the wider SQLI group, working together with our new colleagues across EMEA on many digital projects.

“This final step isn’t simply a branding exercise. We believe that creating a unified digital experience is the key to engagement and that vision begins by presenting the group agencies to the market as a single, united brand, as opposed to a collection of brands.

“As Redbox, we built a reputation for exceptional design and technical know-how, which has seen us create extraordinary digital experiences for some of the world’s top brands such as Nespresso, Sephora, Nahdi, ASQ, Alshaya Group, Fortnum & Mason, Seasalt and Hamleys.

“Now, as SQLI, we can offer more firepower and market penetration, combined with a broader suite of skills and services, to provide an even more-rounded digital experience for our clients.”

Over the past 18 years, Redbox has grown to become one of the top Adobe partners, having reached Platinum Solution Partner status in the UK and Middle East. The SQLI Group, who have been around since the 1990s, have a strong reputation across Europe and an enviable client list that includes Airbus Group, Carlsberg, LVMH, Nestlé, Miele, L'Oréal and Adidas.  It was an acquisition considered complementary rather than conflicting, both geographically and from a skillset perspective.

Over the past four years, SQLI has also acquired several agencies across Europe including Osudio and Star Republic, with the company becoming one of the biggest digital forces in Europe, with offices in 13 countries and more than 2,100 employees.

Service centres in France, Morocco and Mauritius offer everything from 24/7 support and consulting, to design, rollout and optimisation - in Arabic, English and French. Two sites in Morocco, alone, employ 750 technologists, providing a large-scale support option, allowing teams of up to 200 to work for a customer at one time. 

This unrivalled support has paved the way for long-lasting relationships with international brands such as Nespresso, Nestle and SEB Group.