FROM GRIT TO GLORY


In a nation where rugby has always ruled, Wales was enjoying a resurgence in the beloved sport of football. The Football Association of Wales (FAW) is the third oldest association in the world; however, as the playing field of sports branding evolves to meet the demands of lucrative sponsorship deals, FAW’s brand identity was missing the goal.

Like Wales itself, we built a new visual identity system on craft and confidence – and forged the dragon into the fires of industry. Rugged yet beautiful, natural but precise, it draws inspiration from the art of Welsh slate carving. While our handcrafted dragon represents the indomitable Welsh spirit and unconquerable will to win.

The realization of a shared vision, this is not just for the players, but the people too. The unsung heroes. The keepers of the flame. A powerful symbol of passion, progress and pride, for a footballing nation reborn.

Welcome to a place where football is now more than just a game.

CAPABILITIES
Brand Positioning | Brand Strategy | Brand Architecture | Brand World | Visual Identity System | Brand Communications | Brand Guidelines

Strategic tools used
Center-of-Gravity
inline-sp_icon_cogCENTER-OF-GRAVITY
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