Client
SMG plc

Design Consultancy
Elmwood (Leeds)
Nick Ramshaw
01943 870 229
nick.ramshaw@elmwood.co.uk
www.elmwood.co.uk

The Challenge
Following the establishment of the ITV network in 2004, SMG owned two regional channels, Scottish TV and Grampian TV. In the midst of a revolution in the way people consume media, advertising revenues were in steady decline and viewers were shifting away from being loyal to channels and towards being loyal to programme brands. At the same time, SMG also saw an opportunity to harness the internet to create a portal for all things Scottish. The decision was made to merge the two TV channels and create a new media brand accessed through terrestrial, digital and online channels.

The Brief
Elmwood was commissioned to create iconic and contemporary branding that would unite Scottish TV and Grampian TV into a new channel, STV. The brand would have to work in broadcast and online media, keep existing viewers as well as attracting new ones (especially in the key 16-34 age group), drive online traffic to the STV website and maximize the channel’s commercial performance.

The Design
The name STV was chosen, referring to the whole of Scotland rather than one of its regions. The STV ‘S’ marque is contemporary, flexible and capable of reproduction in many dimensions. Its two blue colours represent the merging of two channels while the addition of the strapline ‘Altogether’ serves to underline the unifying nature of the new brand. The identity has been designed to develop over time and different media, changing colour and gaining a distinct personality.

The Results
The launch of STV in May 2006 saw viewing figures rise and visits to the website increase by 50%. In the second half of 2006 STV revenue showed an equivalent increase against the rest of the ITV network of £1.5million (Euro 2.2million), a return on investment of 1578% on a design fee of £95,000 (Euro140,000). STV’s average share of audience rose from 23% to 24% in 2006, and 9 out of 10 of Scotland’s most watched programmes in that year were on the channel. Scotland
Today and North Tonight, the channel’s regional news programmes, have regularly attracted more viewers than the BBC equivalent, peaking at a 30% audience share.

Bronze
Corporate / Brand Identity – Design and implementation costs over £100,000