defining a brand from the inside out

After more than a decade of working together, Supertouch came back to us with a challenge.

Not to redesign their brand, but to finally define it.

They already had a clear sense of where they wanted to go. What they needed was clarity, something that could bring everything together and make it land, both internally and out in the world.

We didn’t start with visuals. We started by listening.

Through a series of workshops and working sessions, we pulled apart the business, its pressures, its ambitions, and where it sits today. Very quickly, a pattern began to emerge.

Supertouch wasn’t just producing workwear. They were operating with a real sense of responsibility, to their customers, their supply chain, and the communities they impact. That truth was already there. It just hadn’t been fully defined.

Our role was to uncover it, shape it, and give it clarity.

Everything pointed to one simple, powerful idea. Protective workwear with a conscience.

That line became more than a statement. It became the foundation. Every decision that followed, strategic, creative, and visual, was measured against it. If it didn’t support the idea, it didn’t move forward.

From there, we built the brand from the inside out.

Strategy, messaging, identity, and film were developed as one connected system, not separate pieces. Each part reinforcing the other, each decision grounded in the same central idea.

Different roles came together to make that happen. Strategic thinking to define the direction. Creative direction to shape the vision. Delivery to ensure it all held together and landed properly.

The result isn’t just a new visual identity. It’s a complete brand expression.

From the way the story is told, to the pacing of the film, to how protection and conscience sit side by side across every touchpoint, everything connects back to the same idea.

What we delivered wasn’t surface-level change. It was a brand with a clear point of view. One that reflects where Supertouch is now, and where they’re heading next, with the confidence to communicate it properly.

And ultimately, the success of any brand isn’t what we say about it, it’s how it’s experienced from the inside.

client perspective

“Working with YST over the past decade has always delivered visually impeccable and impactful campaigns, but this latest project has taken things to another level. Their ability to truly listen, challenge us, and distil our business into a clear, cohesive brand strategy has been incredibly impressive. They didn’t just refresh how we look, they helped us clearly define who we are. I’m really excited for the future of Supertouch going forward.”

Matt Rushton
Head of Commercial, Supertouch

Explore the brand in context:
https://workwearwithaconscience.supertouch.com/