We’ve worked with the Welsh Government since 2005, promoting Wales as a destination brand, across business, leisure and tourism.

Insight

• The Welsh have a special sense of pride and togetherness that many nationalities just don’t have, nor understand. Some call it ‘hwyl’, which loosely translates as a stirring feeling of emotional energy. We needed to tap into this unique spirit to build a compelling nation brand for Wales

Idea

• Original Thinking
• Wales has a long history of challenging convention, upending received wisdom and coming up with original thoughts of its own
• The brand idea, ‘Original Thinking’, captures the uniqueness of the Welsh psyche, setting Wales up as a challenger brand

Identity

• Originality was the order of the day, particularly with the verbal identity
• The tone of voice is distinctive, engaging and delivered with a refreshingly wry sense of humour

Implementation

• Comprehensive brand guidelines inspired the development and roll-out of a coherent brand for Wales

Impact

• A series of award-winning campaigns across business, tourism and major events