A modern identity and website built to strengthen heritage, unity, and supporter engagement.
St Johnstone FC is a club defined by loyalty, heritage, and community. As it looked to the future, the leadership team recognised an opportunity to modernise how that identity was expressed — visually, digitally, and commercially.
Working in close collaboration with the club’s board, ownership, and media team, the project set out to deliver a refined brand system and a new website that reflected both ambition and tradition.
Rebranding a Scottish Institution
The rebrand began in early 2025 with a clear objective: to create a unified, adaptable crest and identity that honoured the club’s history while strengthening its presence across all platforms.
The previous badge had served the club for decades but had become difficult to reproduce accurately across print, embroidery, and digital environments. Multiple versions were in circulation, and the level of detail limited legibility at smaller scales.
Through historical research and supporter consultation, each design element, including the double-headed eagle and the saltire, was redrawn with precision and purpose. The result was a crest that preserved meaning while improving clarity, balance, and impact.
The new crest was unveiled at a supporter forum, where feedback was overwhelmingly positive. Fans welcomed the way it retained the spirit of the original while bringing the design in line with modern standards. The official rollout on 16 April 2025 marked a defining moment for the club’s visual identity.
(See full Brand & Identity case study for project details.)
Implementing the New Brand
Following the crest launch, the identity was applied across all areas of the club’s operations.
- Kit Concepts were designed for home, away, and third strips, ensuring visual consistency and balance between colour, typography, and detailing.
- Internal Collateral such as business cards, letterheads, brochures, and presentation templates established a professional and cohesive visual language.
- External Collateral including social media templates, ticket designs, and hospitality materials strengthened the matchday experience.
- Stadium Design introduced updated signage, concourse graphics, and wayfinding at McDiarmid Park, implemented by Alliance Print Group.
- A new Business Club logo and social media presence provided a professional platform for sponsorship and commercial engagement.
The rebrand was supported by a targeted social media campaign that achieved a four-times return on investment during its initial phase, reinforcing supporter engagement and extending the reach of the refreshed identity.
A Digital Platform for the Next Chapter
With the brand established, the next phase focused on transforming St Johnstone’s digital presence. The club required a website that could match its renewed visual strength while improving usability for fans and efficiency for staff.
The previous site had become outdated in structure and technology. Navigation, mobile optimisation, and content management all needed improvement. The new website aimed to create a faster, clearer, and more connected experience for supporters while supporting the club’s commercial goals.
Launched on 1 August 2025, the new website was designed and developed in full alignment with the club’s identity and operational needs.
(See full Website case study for technical detail and feature breakdown.)
Key Features and Focus Areas
- Match Centre: Central hub for fixtures, results, league tables, and live updates across the men’s, women’s, and U19 teams, including integrated ticket purchasing.
- Squads and Player Profiles: Individual bios, statistics, and photography for every registered player.
- News Section: A structured, easy-to-update system for match reports, announcements, and features.
- Commercial Sections: Dedicated areas for advertising, sponsorship, hospitality, and Business Club information to support growth and upselling opportunities.
- Accessibility Section: Consolidation of supporter resources previously available only in PDFs, ensuring fans can easily access guidance when visiting McDiarmid Park.
- CMS and Performance: A scalable content management system allowing the media team full control over updates, layouts, and campaign pages while maintaining design consistency.
Ongoing Partnership
Since launch, the collaboration has continued through a monthly retainer that covers design support, advertising campaigns for ticket and hospitality sales, and ongoing website maintenance. This ensures the identity remains consistent, current, and adaptable as the club’s ambitions evolve.
The St Johnstone project demonstrates how strategic design and digital development can work together to strengthen identity, improve communication, and enhance the connection between club and community. It is an evolution grounded in heritage but built for the future.
