Shifting StirlingX’s Brand from Drones to Data
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, I 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, I 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.
To support their sales and marketing activity, I designed a range of supporting materials including a flexible PowerPoint template that could be adapted for different sectors, a new sales presentation aligned with the refined brand style, social media templates for consistent online communication, and a one-page capability flyer to support outreach.
Following the brand work, I also designed and built a new website in Webflow. The site was structured to clearly communicate StirlingX’s technology and services, with a flexible CMS that allows the team to manage and update content themselves as the business grows.
The result is a more confident and cohesive brand presence across every touchpoint, supported by a scalable website and a set of marketing tools that enable the StirlingX team to communicate their value clearly as the company continues to evolve.
The Story Behind the Logo
