STV Creative Rebrand

At STV Creative, we help brands of all shapes and sizes connect with Scots through impactful, results-focused creative. Our offering has evolved dramatically since we started – from a low-budget production specialist to a creative partner delivering insight-driven, effective campaigns.

But not everyone saw us this way – some still associated us with our old “look good for less” mantra, while others didn’t know we were a creative agency at all. It was time to re-establish both who we are and how we show up in the world.

We weren’t looking for a total reinvention – just a refresh that reflected how far we’ve come. We wanted the brand to feel confident, creative and commercially-savvy, while showcasing our deep insights into Scottish audiences and our track record of making work that works.

We started with market research, getting feedback from clients, collaborators and our team. This shaped a clear brief for a new brand strategy and visual identity that better reflects the value we bring to our clients. Sitting within Scotland’s most-watched commercial channel gives us unmatched knowledge of local audiences. Combining this with powerful creative, we create campaigns that truly connect with Scots. This led us to our new brand positioning - Ideas Made to Connect - which went on to underpin our brand development, from our values to visual identity.

Visually, we wanted to retain our playful personality but feel slicker and a bit more grown up. We created a flexible system built around three constants: logo, colour and type – simple, bold, and designed to evolve. Our new headline typeface, Yellix, plays off the friendly openness of STV’s font FS Me, creating a dynamic contrast between square and circular forms. To further embed our brand strategy, we partnered with type foundry Displaay to craft bespoke glyphs with ligatures that create closer connections between letters in headlines and titles.

We also refreshed our colour palette – bold and dynamic, with pinks nodding to our STV Creative roots, blues and purples paying homage to the STV master brand, and unexpected pops of orange and yellow packing a punch.

Motion was key to bringing the brand to life. We partnered with motion designer Tiernan Crilley to create animated assets and a new showreel echoing the rhythm of connection.

The result is a fresh new brand that reflects who we are today – collaborative, impactful, and ready for what’s next.

Lead Graphic Designer: Graham Anderson