News January 05, 2026
Brandability Acquires Digital Marketing Firm Speedsquare
The company also announced the promotion of Speedsquare co-founder Steve Smothers to chief creative officer to lead creative strategy and execution.
Key Takeaways
• Lubbock, TX-based distributor Brandability (asi/319940) has purchased digital marketing firm Speedsquare to evolve into a full-service branding agency. Financial terms were not disclosed..
• The acquisition adds digital capabilities such as social media management, paid advertising and content development. Speedsquare co-founder Steve Smothers becomes Brandability’s chief creative officer to lead creative strategy and unify brand storytelling.
• This marks Brandability’s second acquisition in two years, following its 2024 purchase of Business Innovations. Formerly Scarborough Specialties, the company rebranded in 2023 to reflect its national growth ambitions and integrated approach to branding.
Brandability (asi/319940) is starting 2026 with a bang.
The Lubbock, TX-based distributor announced the acquisition of digital marketing firm Speedsquare in a move to evolve into a full-service branding agency. Steve Smothers, co-founder of Speedsquare, will move into the role of chief creative officer as part of the transition. Financial terms of the acquisition were not disclosed.
Steve Smothers, Brandability (asi/319940)
The deal marks Brandability’s second acquisition in two years. The company acquired Business Innovations, a distributor based outside of Atlanta, in March 2024. Formerly Scarborough Specialties, Brandability rebranded and changed its name in 2023, in part to reflect its intention to expand nationally.
Brandability’s acquisition of Speedsquare represents an intentional move into the digital marketing space, expanding services to include social media management, paid digital advertising, performance-focused campaign strategy, content development and online reputation management. Brandability said it now offers a fully integrated approach to branding – aligning physical products with digital experiences.
“Brands today don’t experience their audience in one channel,” said Matthew Lamb, CEO of Brandability. “Your merch, your website, your social presence and your digital ads all tell a story – whether you design them that way or not. Our goal is to help brands tell that story intentionally.”
As part of the transition, Speedsquare has changed its name and been fully integrated into the Brandability brand, Lamb added.
But a new company strategy often requires new creative leadership, which is where Smothers comes in. In his new role as CCO, Smothers will lead Brandability’s creative strategy and execution across all disciplines, unifying brand storytelling, visual identity, campaigns and experiential design.
According to Brandability, the promotion formalizes a role he has already played in shaping Brandability’s creative direction while integrating Speedsquare’s digital expertise into the broader Brandability ecosystem.
“Steve has been instrumental in advancing our creative capabilities – both at Brandability and through the vision he helped build at Speedsquare,” Lamb said. “This promotion, alongside our acquisition of Speedsquare, reflects our commitment to delivering more connected, strategic and effective brand solutions for our clients.”