Case Studies

New place brand for Cardiff

Campaign Objectives
To create a distinctive new brand that has the potential to give the Welsh capital an advantage when competing on the world stage. Furthermore it is intended to act as a promotional umbrella under which the city can show itself to be an attractive, healthy and sustainable place to live, work, visit and invest.
Strategy
The new brand is a visual representation of the city and everything that it stands for. Gone are the daffodils, the dragons and the stereotypes. The brand takes inspiration from the palette of colours that represent the Capital City - from the greens of its parks to the blues of its waterfront. It has been designed for use as a static logo and in an animated digital format for application online. Brand guidelines also detail information on how to apply the brand across a wide range of marketing disciplines.
Exposure
Courtesy of Golley Slater PR, on Monday 18 February teams of performers - from opera stars to up-and-coming singer/songwriters - are taking to the streets of the West End and Canary Wharf to give Londoners a taste of what Cardiff has to offer. The logo is being simultaneously launched in Cardiff at the world-famous Wales Millennium Centre.
The Cardiff creative team have also produced brand guidelines and designed a website in order to continually promote and provide information about the brand.