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The new brand platform, ‘Woven through Wales’, marks a fresh strategic direction that positions TfW as more than a way to travel – but as a meaningful part of everyday Welsh life.
The bilingual platform is being introduced through a fully integrated campaign that brings together rich storytelling, distinct visual craft and an unmistakably Welsh sense of warmth and humour. Each execution is rooted in the real experiences of people across the country.
The creative idea – Woven through Wales (Yr Edau sy’n Clymu Cymru in Welsh) – focuses on small, human moments that make journeys feel familiar, welcoming and emotionally resonant. The brand comes to life through a signature visual world, where knitted hills, patchwork valleys and woven landscapes sit alongside crisp, photo-real trains, creating a handcrafted yet contemporary take on Welsh life, designed to flex across all channels.
The first TV spot, ‘The Hen Express’, follows Candice as she travels back home after a chaotic hen do, reminiscing about the night before while TfW reliably gets her there.
Further chapters will explore more everyday journeys through the same woven world, with each of the characters’ stories supported by a distinctly Welsh backdrop, featuring Bechgyn Bro Taf male voice choir and original composition by Richard Vaughan.
Kim Townsend, Marketing and Sales Director at Transport for Wales, said:
“‘Woven through Wales’ marks a significant step change in how we express Transport for Wales as a brand. It reflects the real role we play in people’s lives – connecting communities and supporting everyday moments – while building stronger emotional connections with our customers.
“This long-term brand platform supports our ambition to grow public transport usage and brand preference across Wales and our borders, giving us a meaningful foundation for the future.”
Creative direction was co-led by David Abbott, Creative Director, and Lewis Clements, Associate Creative Director, at Golley Slater.
David added: “Our ambition was to create a world the brand could grow with, not just a standalone campaign. Transport for Wales is already part of everyday life, so we built on that truth. The woven concept gives TfW a flexible creative system that works across journeys, regions, languages and audiences. It’s something the brand can keep adding threads to, reflecting a Wales that’s warm, human and distinctly itself.”
Alongside broadcast activity, the launch will be supported by out-of-home, cinema, radio and social, including a large-scale hand-painted mural in Cardiff, revealed on Quay Street from 9 February. The campaign also features a sponsorship with S4C, running alongside the 2026 Six Nations games, helping introduce the new brand to a national audience at a pivotal moment for Welsh sport and culture.
The campaign’s TV adverts are directed by Daniel Warwick, produced by Object & Animal, with post-production by Pineapple VFX.
