Swindon-based creative agency GEL Studios has acquired digital marketing agency Infinity Nation, bringing more than two decades of Paid Media and Search Engine Optimisation expertise into its in-house team.
The acquisition, on which GEL Studios was advised by Rishi Ladwa of Ladwa Law, completed on 30 January 2026. The transaction was also expertly supported by Michael Blaken of Optimum Professional Services and Kelly Tucker of HR Star.
This marks a moment of transformation for GEL Studios, one that significantly strengthens its capabilities and influence within Wiltshire’s creative landscape. Central to the company’s five-year plan, the acquisition brings together a team of collective specialists under one roof with a shared belief in meaningful, insight-led work that delivers genuine impact.
The merging of GEL Studios established creative solutions with Infinity Nation’s performance marketing background creates a depth of capability unmatched anywhere else in the region. Drawing on more than 30 years of combined industry expertise across its 17 in-house specialists, the agency offers clients a broader and more robust skill set that strengthens both immediate objectives and long-term growth.
With this strengthened foundation, GEL Studios continues its mission to be a trusted partner for SMEs along the M4 corridor. Operating from its dedicated studio in Swindon, the B-Corp Certified agency builds long-term client relationships rooted in collaborative, results-driven work. Its team blends strategic thinking with exceptional creative execution – elevating brands, producing pixel-perfect graphic design, building cutting-edge websites, and delivering marketing strategies that drive measurable impact.
This signals a new chapter for the agency, reinforcing its commitment to contributing positively to both the creative and business landscapes within Swindon and beyond. It marks not only an expansion of capability, but also a renewed promise to elevate the region’s standards through purposeful, insight-driven work.
That same commitment to long-term impact is reflected internally as well. Earlier this year, GEL Studios became an employee-owned business, with team members from Infinity Nation also set to share in that future success. Thirty percent of the agency has been allocated to its people, ensuring that those who help shape its growth are directly rewarded for the impact they make.
Together, the expanded GEL Studios team will continue advancing its capabilities, delivering high-quality work, and inspiring change through creativity.
Graeme Leighfield, Founder of GEL Studios, said:
“Creating work that is sustainable, meaningful, and purpose-led has always been at the heart of GEL Studios. Bringing Infinity Nation into the agency marks an exciting new chapter, one that strengthens our vision and accelerates our ability to deliver lasting results. Their strengths align seamlessly with ours, and their expertise expands our capabilities ensuring our clients are supported not just today, but well into the future.
“I’ve always believed that the more we grow, the greater the impact we can make. Now one of Wiltshire’s biggest creative agencies, as GEL Studios continues its growth journey over the next five years, you’ll see even more pro bono projects and charitable initiatives from our team – because to us, growth only truly matters when it creates positive change for those around us.”
Stacey Wilson, Chief Operating Officer at Infinity Nation, said:
“Infinity Nation has always been built on deep technical expertise, strategic thinking, and a relentless focus on performance. Our team brings decades of experience across Search Engine Optimisation, Paid Media, Conversion Rate Optimisation and digital growth strategy, and we’re incredibly proud of the impact we’ve delivered for our clients over the years.
“Joining GEL Studios allows us to elevate that impact even further. Our clients now have access to a fully integrated creative and performance offering under one roof, from branding and web development through to insight-led acquisition and optimisation. That breadth of capability creates a more seamless, strategic experience and unlocks even greater growth opportunities.
“Most importantly, this move strengthens our ability to deliver meaningful, measurable results long-term. By combining creative excellence with performance expertise, we are setting our clients up for sustained success in an increasingly competitive digital landscape.”
