We developed the brand identity and promotional campaign for the first Welsh Museums Festival. Extensive research informed a visual system that expressed the museums’ personality and appealed to audiences of all ages.

The campaign idea, “Be Amazed,” showcased the extraordinary stories and artefacts within each collection. Coloured shapes representing pottery fragments and stained glass created a playful, flexible identity that appealed to younger audiences and communicated the diversity of the museums.

The festival identity has been so successful that 11 years on, it’s still the identity of the annual festival.