Welsh Museums Festival

The team responsible for marketing Welsh Museums approached us to create an identity and promotional campaign for the first ever Welsh Museums Festival.

As with every branding project, we did extensive research into the market, sector and demographics and gradually we formed a visual vocabulary that expressed the museums’ personality and matched the audience insights we had uncovered. Our core idea is that every collection has something that is amazing. It could be an artefact, a story, the age or the beauty or the rarity of the object. Our campaign was built around the simple invitation to ‘Be Amazed’.

We had a final year student, Chloe Nolan doing work experience with us and (credit where it's due!) she came up with an interesting concept using coloured shapes in a loose configuration which could be interpreted as fragments of pottery or stained glass – or just seen as a playful mark. It reflected the variety of the collections in a colourful, dynamic way, it reached out to a youthful audience and it gave us a visual motif to build the entire campaign.

The posters, flyers and banners use a variety of photographs from a number of the museums to show that there really is something for everyone.

The website is a happy marriage of design and functionality, centred on a museum finder which is searchable by location and/or subject matter.

The festival identity has now been adopted as the over-arching brand identity for the Welsh Museums Group and the web site is a permanent home for the museums to promote their activities all year round.