Brand Wales


A feeling as much as a graphical kit of parts – the brand provides a platform for the Welsh nation across a wide range of sectors; seeking to engage, inform, invite, challenge and support in equal measure. It draws together disparate strands of activity, creating a ‘glue’ that unites the great people and places of Wales: digitally, physically and culturally.

We addressed every brand touchpoint – from core marque to a bespoke typeface, from tone of voice and photography guidelines to experiential initiatives. A unified brand approach brought to life with creative excellence and transformative ideas – with the power to create a confident new way of thinking and behaving.

Results & feedback:
–45% Increase in Visit Wales’ social media followers, taking the total close to 1m.
–5 million+ unique visitors to the Visit Wales website in the past 12 months.
–North Wales voted as the 4th ‘top location’ in the world to visit in 2017 according to Lonely Planet’s annual ‘Best in Travel’ list.

Brand Film
Motion Design: John Beckers
Edit: Gorilla
Music: Wevie
Dub: Cranc

Client: Welsh Government

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