The Client
StirlingX is a leading technology company specialising in human–machine teaming and unmanned systems. Working across defence, energy, transport, and infrastructure, they help organisations make critical decisions using data captured through sensors and aerial platforms. Their team combines deep technical expertise with innovative software and analytics to deliver world-class data intelligence solutions.
The problem
While StirlingX had an established brand identity, the visual language was heavily focused on drones and hardware. The team wanted to reposition the brand to emphasise its role as a software-driven data intelligence company, not just a drone operator.
Their existing visuals didn’t capture the sophistication of their data offering or reflect the company’s focus towards software and analytics.
The solution
Before any design work commenced, we held a brand strategy workshop with StirlingX’s senior leadership team to clarify the company’s mission, audience, and long-term vision. The session focused on repositioning StirlingX from a drone operator to a data intelligence provider, helping identify where the brand needed to evolve to better reflect its expertise in analytics, insight, and software.
Building on the existing visual identity, we expanded the brand system to introduce a data-led visual language. Central to this was a new data highlight motif, a flexible overlay applied to imagery to represent the data insights StirlingX captures across critical infrastructure. This created a stronger link between the brand’s drone operations and its data intelligence to deliver data-driven storytelling. Alongside this, we:
- Refined the imagery style to focus on insight and outcomes rather than hardware.
- Developed a consistent icon set for sectors and general communications.
- Created updated brand guidelines and asset libraries.
- Designed a PowerPoint template that could be tailored for each sector.
- Produced a new sales deck aligned with the refined brand style.
- Designed social media templates for consistent online communication.
- Created a one-page capability flyer to support sales outreach.
This created a stronger link between StirlingX’s drone operations and its data intelligence, reinforcing a data-driven narrative.
