St Johnstone

The partnership began in January 2025, working directly with the club’s board and leadership team, including CEO Francis Smith and owner Adam Webb, as well as the media department led by Aiden Smith and Matt Gallagher. Collaboration and transparency were integral from the outset, with RYSE leading a phased approach that guided the club from strategic discovery through to delivery and rollout.

Crest Design and Rollout

Extensive research into the club’s history, iconography, and supporter sentiment laid the foundation for the redesign. Every element, from the double-headed eagle to the saltire, was redrawn with precision to maintain meaning while enhancing structure, balance, and clarity. A custom typographic system complemented the crest to improve legibility across print, digital, and embroidered formats.

The design was first revealed at a supporters’ forum, where fans responded with enthusiasm to the refreshed look, recognising how it maintained tradition while elevating the club’s visual strength. The official rollout on 16 April 2025 was met with overwhelmingly positive feedback, with supporters praising its authenticity and modernity.

Kit Concepts

RYSE produced the design concepts for the home, away, and third kits, ensuring the new crest integrated seamlessly within the visual hierarchy. Each concept balanced tradition with innovation, aligning colour palettes, trims, and typography with the club’s refreshed brand ethos.

Internal Collateral

To establish consistency across the organisation, RYSE created a full suite of internal brand materials including:

• Business cards and letterheads

• PowerPoint presentation templates and internal decks

• Commercial and sales brochures

• Staff lanyards and identity badges

These assets ensured the new brand was embedded at every operational level, promoting professionalism and alignment across departments.

External Collateral

RYSE extended the brand to all public-facing touchpoints, producing an extensive library of digital and print materials to support the club’s communications and matchday experience. Deliverables included:

• Social media template library for graphics, matchday updates, and announcements

• Season ticket and match ticket designs

• Hospitality and visitor materials, including menus, passes, and event lanyards

Each piece was built for flexibility, maintaining a consistent identity while allowing for quick adaptation by the club’s media team.

Stadium Design and Implementation

The rebrand extended into the physical environment with a comprehensive stadium design package. RYSE created updated signage, wayfinding systems, concourse graphics, and branded installations throughout McDiarmid Park. These designs were brought to life by Alliance Print Group, who managed fabrication and installation. The collaboration ensured the visual identity was delivered consistently at every scale, transforming the stadium into a space that fully embodies the new brand and strengthens the matchday experience for supporters.

Business Club

To strengthen commercial relationships and attract local partners, RYSE designed a distinct Business Club logo and visual identity. This included setup and full management of Business Club social media channels, ensuring a professional and engaging online presence. Through consistent creative direction and digital management, the Business Club has grown into a recognisable and respected extension of the St Johnstone brand.

Merchandise Design and Consultation

RYSE worked closely with the club and retail partners to apply the new identity across merchandise and apparel, consulting on everything from production methods to product selection. This ensured every item, from matchday kits to fanwear, maintained quality and alignment with the brand’s visual standards.

Social Media Advertising Campaign

Following the rollout, RYSE launched a targeted social media advertising campaign designed to reinforce the new identity and drive engagement around the club’s digital platforms, ticket sales, and hospitality offers. The campaign strategy and creative direction were fully managed by RYSE, resulting in a 4× return on investment (ROI) during the initial campaign phase. This success established a scalable framework for future marketing activity.

Website Design, Build and Management

To coincide with the start of the new season, RYSE delivered the design, build, and launch of the official St Johnstone FC website, which went live on 1 August 2025. The site was built around three core pillars: performance, usability, and identity.

The website offers:

• A fan-first experience with intuitive navigation and responsive design.

• Integrated ticketing and news systems for seamless user journeys.

• A robust CMS enabling the club’s media team to manage content efficiently.

The platform reflects the new brand in full, from tone and typography to structure and animation, uniting digital storytelling and commercial functionality under one cohesive design.

Ongoing Partnership

Following the rebrand, St Johnstone FC entered a monthly retainer agreement with RYSE to maintain brand consistency and momentum. This ongoing partnership includes:

• Ongoing graphic design support across campaigns and internal materials

• Management and optimisation of paid social advertising for ticket and hospitality sales

• Website maintenance, updates, and performance monitoring

Through this continued collaboration, RYSE ensures the club’s identity remains strong, adaptable, and aligned with its long-term ambitions, supporting both day-to-day activity and strategic growth.

The St Johnstone identity project demonstrates how tradition and modernity can coexist to strengthen community and brand loyalty. The result is a unified visual system and digital presence that fans, staff, and partners can stand behind with pride, a brand truly reflective of One Club, One City, One Community.