Creative Director · Founder
We knew from the outset that ITV needed a brand device to unify their content across streaming and terrestrial channels.
The Apex clicked when we realised it could be both structural and symbolic — literally and metaphorically positioning ITV back at the centre of British entertainment.
Once we created a device that physically connected the ITV logo with content, the whole mindset changed.
One of the toughest decisions was to reduce sub-channel indicators and choose a single colour – Spark Yellow.
Simplifying isn't about losing things — it's about giving the brand more confidence.
The process began with identifying and protecting the core elements users already loved – particularly the iconic handwritten logo.
We focused on designing a minimal but powerful kit of parts – each element carefully crafted to work seamlessly with the others.
We wanted people to see the identity and think, 'of course that's Vinted!'
It's about giving them a system that's as intuitive to use as the platform itself.
We've always put a lot of emphasis on the quality of the work, so we stuck to putting out projects we were proud of and continued to build awareness of the studio like that.
Studio Kiln collaborated with ITV Creative to overhaul ITV’s fragmented brand identity, introducing a unified system centred around a concept called ‘the apex.’ The new identity simplifies the broadcaster’s visual language, reducing typefaces to ITV Sans and adopting spark yellow as the hero colour. The motion-first system ensures consistency across digital and broadcast platforms while reinforcing ITV’s position at the centre of British entertainment.
ITV has introduced an evolved brand identity created with Studio Kiln, simplifying its design system and elevating Spark Yellow as the lead colour. The new visual device, called 'the apex', connects the ITV logo with content across all platforms, creating a cohesive and dynamic masterbrand. The refresh reflects ITV's shift toward clarity, consistency, and confidence in a crowded entertainment landscape.
Studio Kiln has refreshed Vinted’s brand identity, evolving its visual system while retaining the beloved handwritten logo. The update refines the Calypso green palette, introduces a custom VC Honey typeface, and adds motion and tactile photography to reflect Vinted’s community-driven, sustainable ethos. The result is a flexible, global toolkit that balances clarity and character for the second-hand fashion platform.
Creative Boom profiles Studio Kiln, a Cornwall-based design studio founded by Nathan Smith and Charlie Hocking in 2022. The article explores how the duo built a thriving creative practice outside London, emphasizing community, collaboration, and a multidisciplinary approach across branding, motion, and digital design. Their identity project for the Royal Television Society x Channel 4 marked a defining moment for the studio’s growth and philosophy of 'Lifeful Design'.
The Brand Identity interviews Studio Kiln founders Charlie Hocking and Nathan Smith about their first year running a creative studio in Cornwall. They discuss the challenges of establishing a design business outside London, the launch of their new website, and their ambitions for future growth and collaboration. The conversation highlights their focus on balancing brand, motion, and digital work while maintaining a strong connection to their coastal environment.
Studio Kiln developed a playful yet mature brand identity for storytelling app Alexander, blending editorial typography with a warm, character-driven visual system. The identity features a personified 'A' named Alex, created in collaboration with illustrators Amelia Leuzzi and Bonnie Eichelberger, and uses Bianco Serif and Grotesque No.9 typefaces to balance heritage and modernity.
Studio Kiln launched a Kickstarter campaign for their first animated short film, 'Waterbeing,' an eight-minute story exploring self-acceptance through swimming. The Penryn-based studio collaborated with illustrator Glenn Young, producer Harvey Hayman, and animator Miguel Rodrigues to create a minimalist, high-contrast visual style. The project reflects founder Charlie Hocking’s personal journey toward slowing down and finding balance in creativity.
Studio Kiln created a bold and vertical brand identity for Off The Wall Aerial, a UK-based dance company known for aerial performances. The design uses stacked typography, variable typefaces GT Ultra and Pitch, and a vibrant color palette to reflect the studio’s bravery and elegance. The identity system emphasizes verticality and movement, mirroring the company’s aerial artistry.