Challenge:

STV Creative had evolved significantly, from a low-budget production outfit into a strategic creative partner delivering insight-led, effective campaigns. However, their brand hadn’t kept up with this shift.

Externally, many still associated them with their earlier “look good for less” positioning, while others didn’t realise they were a full-service creative agency at all. They needed a refreshed identity that would reframe perceptions and better reflect the confident, commercially-savvy agency they had become. We set out to create a brand that would do just that.

Approach

Starting with research and interviews with STV Creative’s team, clients and collaborators, we worked to understand both the legacy and the ambition. This informed a new brand strategy built around their unique strengths: deep insight into Scottish audiences and the ability to create campaigns that genuinely connect.

From there, we developed the new positioning, Ideas Made to Connect, which became the foundation for the entire identity system. Visually, we retained elements of their playful personality but introduced more polish and structure. A flexible system was built around three constants: a bold, simple logo, a vibrant, dynamic colour palette, and the new headline typeface, Yellix. We worked with type foundry Displaay to craft custom ligatures that brought the theme of connection to life in the letterforms themselves. Motion design, developed in collaboration with Tiernan Crilley, added rhythm and energy to the brand’s expression across channels.

Result

The final identity feels like a natural evolution: confident, creative, and ready for what’s next. It captures who STV Creative are today while giving them the tools to grow into the future. The new brand is bold and distinctive, clearly separating them from legacy perceptions and reaffirming their position as a leading creative force in the Scottish market.